You know, I've recently given up my pack-a-day habit and it's not really a good thing if your visual makes me twitch looking for a lighter. It's also not so good if the whole 'sculpt a picture out of cigarettes' execution been used before like with the Hitler and Bin Ladin posters created from cigarettes. To make it even more badlandery, the idea of how much money you spend (read waste) on smoking has been explored before as well. Still, it's a rather arresting visual so I hope it does hit home with some in the target.
The line varies for each poster, as it ties back to the image. The pyramids one reads:
"The image is made up of 7,498 cigarettes. That's about a year's supply. You can get a round-the-world ticket for the same price. What are you giving up?"
Advertising Agency: iris, Amsterdam, Netherlands
Creative Director / Copywriter: Tom Ormes
Art Director: Glenn Doherty
Copywriter: Axel van Weel
Producer: Andrea Porcelli
Account Director: Mark Brounen
Visual Effects: Rolf van Slooten, Bas Siemons, Edwin Veer, Peter Witte