Behind the Pack
Award: Shortlist
Shortlist / Experiential / Use of AR / 2022
Everyone knows that smoking kills. But there is something that smokers don't know: smoking also kills the 1.3 million children who are exploited in tobacco fields and exposed to harmful substances that gradually kill them. Behind the Pack was launched to call out the tobacco industry and raise awareness of the issue. Using AR and the #BehindThePack Snapchat filter, cigarette packs were transformed into screens that revealed the testimonies of children who are exploited by the tobacco industry.