Proposal / Grandad / Hammers / Novelist
Wood Pencil / Direct / Writing / 2009
Most smokers are well aware of the dangers of smoking. Reiterating these has a limited effect. We realised that hope rather than fear could be a powerful message; by reminding smokers of the great things that can happen later in life, we could inspire them to quit rather than scare them into it. So we addressed them at 'point-of-puff' – on public ashtrays outside pubs, bars and cafés. Because they were smoking a cigarette, they had time to read the copy and, as many did, use their mobile phone to call the quitline.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.