2016 Winners & Shortlists

The Campaign

This TV commercial takes place on a football pitch where a group of teenage boys are running around, playing and trying to score. Meanwhile, the goalkeeper is unable to concentrate on the game because he’s coughing repeatedly and experiencing chest pain. One player then shoots and scores a goal and the teammates are looking around for their goalkeeper who wasn’t anywhere near the goal post. Instead, he had left the pitch to go and relax on the bench smoking a cigarette. Slowly he disappears as he inhales.

Creative Execution

In order to communicate how smoking can be harmful in different ways, Supreme Council of Health wanted the viewers, aimed at young male adults, to be the third-person that observes the scenario as an outsider and can relate from two perspectives. The first perspective being the smoker (goalkeeper) who lets his team down and incapable of performing for the short-lived satisfaction of a cigarette, or the second perspective as the teammates who are fed up and disappointed by their friend who keeps harming himself.