A proactive idea pitched to and implemented by Stivoro, NL. The campaign highlights how much is spent annually on cigarettes by smokers in Netherlands (spending is quite topical to the Dutch). Images depicting scenarios of what you could do with the saved money, were created as cigarettes using CGI and design language was inspired by the warning label found on a cigarette pack.
Role: Art Direction, Design, Production
Activation
The idea became bigger and local businesses were on-boarded to help spread the message in an engaging way. An app was developed to help show what you spend according to your lifestyle.
