Smoking Cessation: Don't Let it In

The brief for the 'Don't Let It In' campaign was all around the serious health threats of smoking. The fact is, these threats are largely unseen, until it's too late. Hybrid's approach was to 'demonise' these health effects as a visible entity, that moves under a smoker's skin - a powerful reminder that smoking causes a slow deterioration in health, until you ultimately succumb to the internal damage it does to your body.