Strategy:
Most smokers have had a “near miss” of some sort - falling asleep when smoking, setting fire to clothing, furniture or having a wastepaper basket fire. For many this has been an unsettling experience and we wanted to remind them that their lives could depend on being careful. However, we didn’t want to preach to our target audience (18-24 year old males), rather we thought we could reach them with a simple yet engaging alternative to the traditional doom and gloom type of safety messaging.

Solutions:
We created a virtural game spoof to deliver an information that cigarets are as dangerous as firing guns, make audiences see the consquense of ignorance, end of fun. our media covers press/posters, DM and online in the form of console game promotion.