Drug and Alcohol Services SA (DASSA)

Puff of Smoke


Research suggests that the perceived financial benefits of not smoking are on par with health benefits. So our task was to get people to an online calculator, where they tally up and see what smoking is costing them. To reach our audience, we disguised our ad as an organic post – a man enjoying his Bali holiday. To viewers’ surprise, smoke slowly appears until his holiday is gone, disappearing in puff of smoke.