Prince Edward Island Lung Association: Matches

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
Published: December 2006

10 comments

kre8's picture
kre8
989 pencils

great brief/positioning.
expected execution.

teenie's picture
teenie
1894 pencils

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
270 pencils

Much better than the print campaign.

brain123's picture
brain123
830 pencils

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
15 pencils

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

Ndukwe Onuoha's picture
Ndukwe Onuoha
149 pencils

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
1894 pencils

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

ooops's picture
ooops
448 pencils

layered?
Like it!

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

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

Rog's picture
Rog
6094 pencils

Soft.

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

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