BBDO Proximity Thailand has found a new way to visualize the disastrous impact of smoking for its audience.
This brilliant but morbid commercial titled ‘The Message from the Lungs’ was created for the Thai Health Promotion Foundation, to encourage smokers to cease the bad habit.
With help from the medical faculty at Chulalongkorn University, the agency produced onyx ink using materials extracted from lungs donated by deceased long-time smokers.
This approach holds similarity to these magazines printed with HIV positive blood.
View the anti-smoking commercial below.
[via Adweek, video via Bbdo Proximity Thailand]