• Loading…

The End

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Ambient / 2011

Smokers are increasingly immune to conventional anti-smoking approaches. The task was to reach them in a surprising way with a powerful and motivating message. Research showed that sedentary leisure activities indexed highly against long-term smokers, especially reading. Inserts were placed in the back pages of novels and electronically on Kindle. The insert looked like a page from the book and was placed in bookstores, second-hand book shops, charity shops, vending machines and Kindle-based publications.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again