ClearWay: We All Pay

The outdoor board by Clarity Coverdale Fury, Minneapolis is part of a multi-media campaign that ClearWay Minnesota is running to raise awareness of the continued dangers of smoking and tobacco products. The tobacco industry continues to spend almost $200 million each year in Minnesota to attract new, young customers to replace the thousands that die each year from tobacco related illness. Additional campaign work will continue to emphasize the aggressive marketing practices of the tobacco industry. All of the work is available online at, a website designed to educate Minnesotans about the harms of tobacco and expose the tobacco industry's practices.

Advertising Agency: Clarity Coverdale Fury, Minneapolis, USA
Production company: 3 Ring Scenic
Executive Creative Director / Art Director: Jac Coverdale
Creative Director / Copywriter: Jerry Fury

January 2011


luispiter's picture
2756 pencils

nice comparation... i like it

morse's picture
17002 pencils

I'm not sure how the jail theme applies here...

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

pulchinela's picture
1175 pencils

Everybody knows that the smokers are cigarette prisoners. The smokers know too. Give me a reason why I must stop smoking, more strong than a fact, please! It's a good job, but not enough.

Ron Burgundy's picture
Ron Burgundy
1634 pencils

agreed, I stopped smoking because I felt like a walking corpse between smokes, and was only happy when my throat had a long enough break to have another smoke. To be honest, I feel like to actually nail an anti smoking campaign, you should probably be an ex smoker.

javier bizarro's picture
javier bizarro
276 pencils

uhm, i don't know

Billoughsby's picture
5144 pencils

These suggest the columns of the Parthenon to me more than cigarettes forming prison bars. So in effect, they've classicised the behavior they would condemn. ("Oops!")

Sometimes, in the real world, a "kinda neat" idea does not have the necessary reach to meet implementation/execution half way. That's when you move on to the next idea. If the proportions of the cigarettes have to be seriously messed with, so that they hit you wrong, it's the definition of a force fit. Maybe the face inside the bars needs to be bigger. -- 'Don't know. You expect people creating this stuff to have these issues fine-tuned to an uh-huh before they go live.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Lazarus's picture
1536 pencils


Hidemat's picture
26 pencils

The concept is perceivable; a prison of cigarettes. It's a great concept. However, as Billoughsby says. Fine-tuning is necessary. There are some problems with the layout. The image of the woman smoking, for example, could be more integrated to the bars created by the cigarettes. Making her grab hold of the bars would have effectively increased the dynamic appeal of the billboard. I also noticed that the image is center on the billboard and that to me is a serious no no.

Though I don't know the budget. Maybe it's was a low budget project? In any case investigation and planing are both corner stones in graphic design.
So... great concept... average execution.

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