This anti-smoking print advertisement campaign was undertaken by the French National Committee Against Tobacco. Apparently the campaign aims at creating awareness regarding the negative effects of smoking and particularly emphasizing on the fact that it causes bad breath. The campaign is showing a man and women locking lips with a goat and a dog depicting that these animals as smokers. However, this campaign seems to be inappropriately exaggerated.
The basic idea was to focus on the bad breath caused by smoking, but the depiction lacks the penetrating power to hit the onlookers. The advertisements are somewhat dispelling as well and a good and effective campaign needs to be engaging. The copy reads as, ‘Smoking is harmful to your breath, who wants to kiss a smoker?’. The campaign was created by TBWA Paris.
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