This video has been around for a while, but I’ve just come across it.
It’s amazing what a difference design can make, when it’s done right, with statistics showing that stop-smoking-helplines have received a noticeable increase in calls (I wonder how many actually stopped smoking though).
What makes this campaign work? The use of an insight, in this case Adults know smoking is harmful, but don’t remind themselves of this fact. Achieving an outcome which makes adults remind themselves that smoking is quite the challenge, but I believe they did a good job!
I have no idea what to think of this… Is it brilliant or just bad taste? At least it’s unique and creative!
[update] The ad has been withdrawn by Hyundai.