Client:  Ministry of Health
Industry:  Stop Smoking Campaign
Agency:  DALI

To come up with an idea of encouraging and pushing all the categories of the public to stop smoking in public places.

By using a very simple “street” phrase, a word every one from any category says. The concept was a space full of cigarette smoke, in the middle of the artwork a very big word in red which means “You throttle us”. I made it big as the full size to reflect that the peoples around the smoker are yelling and shouting, expressing how much they are getting annoyed, and pushing the smoker to stop smoking.