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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
Comments
great brief/positioning.
expected execution.
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.
Much better than the print campaign.
Yeah, let's give away matches so they can continue smoking...
I agree it is much better than the print ads
yeah........ its a lovely and impactful.
once again guys, think about the target audience. the T.A probably use the "occasional smoking" line. Great insight guys!
i was made africa, and so i am
In French, "occassional" means "used" - maybe that's what's throwing me off. Although it still sounds weird.
layered?
Like it!
In english, and in the context of the ad, 'occasional' means 'from time to time' or 'casual'.
Soft.
>>>> That's not an ad. THIS is an ad.
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