My Last Cigarette

I worked on an anti-smoking brief while freelancing at Lucky Generals. Anti-smoking advertising always seems to be about showing people gross pictures of diseased lungs to guilt trip them into quitting. They wanted to try something more positive and so I came up with an idea for a social campaign #MyLastCigarette.  

When they’re about to give up, smokers make a big deal about their last cigarette; one last puff before quitting for good. Why not encourage people to do something more positive with it – something final and cathartic to kick-start the quitting process.

#MyLastCigarette is a social movement (re: The Ice Bucket Challenge) encouraging people to destroy their last fag in a fun, Instagrammable way.