We were creative directors on this account after winning it in a pitch in 2012.

Our challenge; finding something new to say about the harms of smoking to a pretty tough audience.

Mutation was our first ad for the Department of Health and remains their most successful piece of tobacco control advertising to date. News coverage, millions of views online and awards at Cannes, Epica, BTAA, Creative Circle and Epica.

The Toxic Cycle was the new campaign for January 2014. Again it's visceral. The killer fact is how smoking instantly makes your blood thick and dirty. 

On a lighter note, Stoptober was created as the first ever national quit smoking attempt. It's a fully integrated campaign that's been a runaway success that won gold at the IPA Effectivness awards in 2016. Over a quarter of a million people signed up for the 28 day challenge last year and it's helped thousands kick the habit.