If You Invest In It, You Own It
Award: Shortlist
Shortlist / Packaging Design / Promotional / 2022
Most companies in America think they don’t have any links to big tobacco. Sadly, the reality is nearly all of them have 401k retirement plans that invest billions of dollars in the industry every year. Tobacco Free Portfolios, a charity that campaigns for a tobacco free world, exists to change this. This is a silent issue, with the majority of these companies completely unaware that they are essentially investing in and supporting Big Tobacco. So how do you bring this issue to life, in a way that shocks the people who actually possess the ability to affect change?Borrowing from the design language of iconic cigarette packaging and using the same printing methods, we transformed the livery of America’s 100 biggest companies into custom cigarette packets. Creating confronting and symbolic representations of each company’s inadvertent financial backing of Big Tobacco, delivered directly to those who can affect change: the C-suite.
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