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Hook 1

Award: Wood Pencil

Wood Pencil / Photography / Poster Advertising / 2007

We were asked to find a new way to motivate smokers to give up, as research showed that traditional health messages were losing their impact. Our solution was to confront smokers with how addicted they were to cigarettes. In this highly graphic poster, a man is shown with a hook piercing his mouth, contorting his face with pain. The copy explains that, "The average smoker needs over 5,000 cigarettes a year. Get unhooked."

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