Nick Clement
Senior Copywriter
ABOUT
The challenge – To confront ‘warning-immune’ smokers with the risks of their habit in a new and powerful, but non-judgemental way.
The solution – Specially printed pages, placed 15% before the end of paperback books (and digitally into Kindle books). ‘The End’ pages appeared abruptly to the reader without warning – to highlight just how suddenly their story could end too.
D&AD – In book Award
MAA Awards – Gold
IPM Awards – Gold
Campaign Magazine – Pick of the week
AWARDS
D&AD Award - In-book
IPM Award