Big Cigs

Oversized cigarette packs made from Stora Enso Re-board take over Paris.

Big Picture

“Tobacco kills” is the message the Paris-based League Against Cancer wanted to get out in its Operation Tueurs Payeurs (“Paying Killers”) – a street marketing campaign calling for a compulsory levy on the tobacco industry. The League worked with CQFD Communication Agency ( and Northern Design ( to create 15 oversized faux cigarette packs with the “tobacco kills” message and prompted the public to sign a petition on the campaign’s website. Made from lightweight, 16-mm Stora Enso Re-board, the fake packs were laminated to protect them from the rain, and adhesive-mounted atop autos driven through Paris streets. More than 40,000 regular-size fake cigarette packets, which encouraged signing the petition, were also distributed.



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