The story

ASH is the anti-smoking lobbying organisation. The brief was to develop an identity that communicated the facts about the dangers of smoking. This project was done almost ten years ago – but we've included it in our portfolio as one of our favourite projects.

The picture

Ten years ago, cigarette ads were the most creative ads ever produced – they were not banned until 2003. We used the strength of these ads to create posters that communicated the deadly facts about smoking that smokers would immediately relate to. The ASH branding mimicked the government health warning at the base of cigarette posters – often the only clue that they were advertising a brand of cigarette. The spoof posters caused so much controversy that the campaign was banned - resulting in a blaze of publicity for ASH.