Campaign Direct Awards 2007: Best Use of Outdoor

Project: Smoke Is Poison Tanker
Agency: Ogilvy UK Group
Creative directors: Malcolm Poynton, Colin Nimick
Art director: Charlie Wilson
Copywriter: Emma de la Fosse
Account directors: Jenny Bust, Georgie Stewart, Donna Buckingham
Clients: Department of Health, Cancer Research UK

The Department of Health and Cancer Research UK wanted to communicate the fact that there are 4,000 chemicals in cigarette smoke - 69 of which can cause cancer. Ogilvy UK Group was briefed to create a campaign to get under the radar and reach smokers who are used to avoiding messages that smoking is bad for them.

Part of the campaign was a physical representation of dangerous chemicals in the form of a haz-chem tanker painted as a cigarette that toured England. From behind, drivers saw a tanker decorated with numerous haz-chem boards but as they overtook, they could see that it was actually representing a cigarette.

The tanker attracted the attention of local news teams and papers at each stopping point, and the website advertised on the side received visits by almost 70,000 people.

Also won Campaign Gold Award.