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Buzz Campaign ... to Kill a Buzz

Lungs Behaving Badly, Out of Home

Published on .

For a more in-depth look at this Idea of the Week and for other examples of media, marketing and business innovations, visit Ad Age and Cream's inspiration site.

The health consequences of smoking aren't a laughing matter, but that doesn't mean that anti-smoking campaigns always have to be so dour. The idea in this case was to use humor to highlight the futility of smoking rather than adopting a lecturing approach that is easy for smokers to ignore.

UK anti-smoking charity Quit launched a campaign focused on three very short animated films depicting darkly comic animations of "loony lungs" willingly throwing themselves into increasingly dangerous situations. The dangerous duo also appears in ambient executions placed near in smoking hotspots around London.

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The team behind CMDglobal.com has launched Cream, The Innovation Exchange. Cream indexes and analyzes the world's media, marketing and business innovations. Combining a library of more than 2,500 case studies with insight and analytical tools, Cream provides inspiration and helps you discover what's next in the world of communications.

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