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Published/Aired: 
December 2006
Description: 

Campaign directed at occasional smokers under the age of 25.

Advertising Agency: Extreme Group, Halifax, Canada
Creative Director: Shawn King
Associate Creative Director: Cliff Thompson
Art Director: James Rothenburg
Photographer: James Ingram
Post Production: Darren Hubley
Account Executive: Dave Denny

Comments (10)

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kre8's picture
kre8
Activity Score 989

great brief/positioning.
expected execution.

teenie's picture
teenie
Activity Score 1894

I like it - it's brilliant. But the line is just a tiny, tiny bit off. I don't know if I would have gotten it if I hadn't read Ivan's description. Maybe "For that occassional cigarette" or even "For that once-in-a-while cigarette". There's something weird about "occassional cigarettes" - like it's a type of cigarette, rather than an infrequent one.

Still - lovely and impactful. And original.

Fabian Kirner's picture
Fabian Kirner
Activity Score 270

Much better than the print campaign.

brain123's picture
brain123
Activity Score 830

Yeah, let's give away matches so they can continue smoking...
I agree it is much better than the print ads

nohan's picture
nohan
Activity Score 15

yeah........ its a lovely and impactful.

Ndukwe Onuoha's picture
Ndukwe Onuoha
Activity Score 149

once again guys, think about the target audience. the T.A probably use the "occasional smoking" line. Great insight guys!

Big ideas are often small

teenie's picture
teenie
Activity Score 1894

In French, "occassional" means "used" - maybe that's what's throwing me off. Although it still sounds weird.

ooops's picture
ooops
Activity Score 448

layered?
Like it!

PaulyG_fill in the blank's picture
PaulyG_fill in ...
Activity Score 1148

In english, and in the context of the ad, 'occasional' means 'from time to time' or 'casual'.

Rog's picture
Rog
Activity Score 6082

Soft.

>>>> That's not an ad. THIS is an ad.

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