Premature ending

The challenge – To confront ‘warning-immune’ smokers with the risks of their habit in a new and powerful, but non-judgemental way.

The solution – Specially printed pages, placed 15% before the end of paperback books (and digitally into Kindle books). ‘The End’ pages appeared abruptly to the reader without warning – to highlight just how suddenly their story could end too.

D&AD – In book Award
MAA Awards – Gold
IPM Awards – Gold
Campaign Magazine – Pick of the week

  • Role Creative, Copywriting, Art Direction.
  • For Quit UK