Richards Partners 34 Motion Sickness Snapped Out

  • Pou Auaha / Creative Directors
    Clem Devine, Sam Stutchbury
  • Ngā Kaimahi / Team Members
    Sanjiv Menon, Hilary Ngan-Kee, Alex McManus, Olivia Wilson, Sabine Hoggeur, Julian Smith
  • Kaitautoko / Contributors
    Nickson Clark, Will Proser
  • Client
    Counties Manukau Health
Judge's comments:

Boring, sensible old anti-smoking messages from the authorities are easy to ignore, or worse, can unintentionally reinforce how cool and rebellious you are for smoking. Snapped out turns this on its head to deliver a gentle smack from your mates who snap you smoking, obscure your face with something silly and post your total dorkishness to snapchat. Shame. The resulting images are hilarious, creative and subversively effective and the campaign created a community of anti-smoking campaigners from a notoriously hard to reach group.