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Dentsu Creative Thailand and Dentsu One Bangkok have partnered with the Thai Health Promotion Foundation to launch an impactful outdoor campaign titled “Passage of the Dead.” This innovative initiative aims to raise awareness about the hidden dangers of passive smoking.
While many are aware of the visible harms of smoking, the campaign highlights a critical yet often overlooked aspect: the toxins in cigarette smoke that are not visible to the naked eye. These toxins can linger in the air for 2-5 hours and travel several hundred meters, posing significant health risks even after the smoke has dissipated.
The campaign utilizes a train as a dynamic medium to convey this message. The “Passage of the Dead” creatively illustrates how invisible cigarette toxins can spread and impact public health, emphasizing the importance of understanding and mitigating the risks associated with passive smoking.
Credits
Agency: Dentsu Creative Thailand / Dentsu One Bangkok
Executive Creative Director: Paroon Suthaveepramochan
Creative Director: Satit Rakyard
Art Director: Natnaree Kittimongkolchai
Art Director: Sarun Erbchokchai
Senior Copywriter: Touchchapon Wuthikangamjorn
Production: Chubcheewit Studio Bangkok