This powerful film from Dare and directed by HLA's Simon Ratigan makes a strong case for sticking to New Year's resolutions to quit smoking by highlighting the link between smoking and cellular mutation, which can lead to cancer.
The Mill's team was brought in to bring a small lesion to life not on someone's skin but on the cigarette itself. This lesion then grows on the cigarette with every drag the smoker takes, leaving a strong warning.
The campaign launches the Department of Health's new anti-smoking division 'Smokefree'.
Producer: Donna Baker
Creative Directors: Lee Smith, Nick Bird
Creatives: Sean Vrabel, Stuart Woodall
Account Director: Robin Bird
Production Company: HLA
Director: Simon Ratigan
Executive Producer: Mike Wells
Producer: Tim Daukes
Director of Photography: Martin Hill
Editing Company: The Quarry
Editor: Owen Oppenheimer
VFX & Design
VFX & Design: The Mill
VFX Producer: Gemma Humphries
Shoot Supervisors: Andrew ‘Barnsley’ Wood, Pete Hodsman