Cancer Research launches breath challenge with AMV

The wonders of modern posters are quite something – do we really want to be challenged or play games on the street? – and AMV BBDO is pretty good at such.

Here’s a new one for Cancer Research UK testing our wind power to see if we should give up smoking. With Clear Channel, Grand Visual and MediaCom. There’s radio too (you have to try to hold your breath through the ad).

We’ve observed before that millions are raised – and millions spent – on and behalf of cancer charities but cancer obstinately remains with us. Maybe they’re switching their efforts to prevention.

But it’s a pretty good poster campaign, as you’d expect.

MAA creative scale: 8. May engage the out of home awards juries.

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