'Smoke chokes the planet'
I created a brief for myself after writing a paper about the construction of 'cool' and social smoking amongst 16-26 year olds.
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My main insight was that:
It's cool to damage yourself but not cool to damage the planet.
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Cigarette Butts are the most populated litter in the ocean, and contribute to major deforestation so I created a campaign launched through WWF in order to kill social smoking culture before it kills the planet.
'Smoke chokes the planet' collaboration t-shirt
Sponsored on Instagram by major influencers, perhaps people who have quit smoking but once used it to build their image such as musicians. When it comes to viral fashion pieces, simple designs are very successful. Tshirts, Hoodies and hats are all also worn to parties and gatherings where social smoking takes place.
Contributions going towards WWF.
Packaging
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Hijack and revamp of the overdone Smoking Kills packaging that has lost its impact amongst the younger generation seeing themselves as too far from health damage. But we are never too far from global damage.
Each cigarette resembles the trees cut and burnt for papers and tobacco.
Second print
'Smoke chokes the planet'
Cigarettes inhabit the ocean and they take life whilst doing so.
A reminder that more cigarettes live in the ocean than fish, so people who worry about wildlife will take a second thought before buying another pack of Cigarettes for a party.