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.