The Canadian Department of Health, with the help of BBDO Toronto, is launching a new tobacco prevention campaign.

The bias of the offbeat

Most awareness campaigns play on a sensitive chord or seek to shock the viewer. The Canadian agency is innovative and makes fun of the notion of “social smoking”. In other words, all recreational smokers, who shoot a cigarette for the sole purpose of integrating socially or dating in the evening are compared to "social farting".

The irony behind this idea is to make these smokers understand their false pretexts of socialization, and that: "social smoking is smoking».

Smoking kills, but ridicule does not, you are free to use your gas as a flirting technique.


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