Oversized cigarette packs made from Stora Enso Re-board take over Paris.
“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 (studiocqfd.com) and Northern Design (northerndp.com) 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.
CQFD COMMUNICATION AGENCY