Agency Network: 
December 2009
Non Smoking Generation Print Ad -  Ashes to ashes


Print advertisement created by King, Sweden for Non Smoking Generation, within the category: Public Interest, NGO.

Advertising Agency: King Solutions KB, Stockholm, Sweden
Creative Director: Frank Hollingworth
Copywriters: Nicklas Karlsson, Hedvis Brudkner, Pontus Ekström
Art Directors: Josephine Wallin, Alexander Elers, Lotta Ågerup
Photographer: Peller Bergström
Account supervisor: Lina Söderqvist
Account Manager: Lena Ivarsson
Advertiser Supervisor: Fredrik Söderhielm
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bad astronaut's picture


bad astronaut
Activity Score 544
pwucel's picture

To be Frank, Idea is there but I don't see a non smoking generation. A Philip Morris ash & Philip ash something is missing there to communicate. May be under Philip Morris - RIP– December 1,1920 to December 1,1920 and for Philip, RIP December 1, 1920 to December 2010 so the message is, you got a longer life! Hence it absolutely link to your non smoking generation. sorry if I have wrong brief he he he. Overall 7 stars

Activity Score 158
Art Director at LinsAd (Singapore)
munirgee's picture

Well, sometimes we have to find out the suitable solution. what you say?

Activity Score 454
Creative Director at Pakistan |

M Munir Bhatti | |

Tommy G.'s picture

The idea is great, you got something there...but it is not well exploited.
The execution is not original, Everything is floating, no perspective.

Tommy G.
Activity Score 897
Graphic Designer at Job seeking
TheVuk's picture


Activity Score 35
tirthomitro's picture


Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

alexander_bickov's picture

Hehe, nice!

Activity Score 3279
Marlus Lau's picture

Good idea, the execution could be better. I don't like this background, it seems the ashes are floating.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
paumarques's picture

senzill… efectiu.

Activity Score 1312
Copywriter |

Pau Marquès
(+34) 670 36 79 83

everartz's picture

this is not a good idea, since burning the dead people isnt applied anywhere in the modern world.. unless they mean "ashes to ashes dust to dust..." which is a part of the funeral rituals but still doesnt hit that hard...

Activity Score 7613
Art Director |

| everartz |

bubblestheclownfish's picture

Hey everatrz,

"Since 1973, the number of cremations in North America has more than tripled. Countries such as Japan (97%), Great Britain (70%) and Scandinavia (over 65%) continue to show a high percentage of cremations. It's predicted that by the year 2010, cremations in the US will be close to 40%."

... and that was a year 2000 stat.

I as well plan to be burned up - after they harvest all my organs of course ;-)


Activity Score 614
Creative Director
everartz's picture

thanks for the tip..

Activity Score 7613
Art Director |

| everartz |

BananAd's picture

Did You tried - "Philip more is", or "Philip is more" or "Philip NO more is" or some?

"Ashes to ashes..."(stolen copy:)

Activity Score 103
Art Director
WillyLatasa's picture

Poor execution, but good idea!

Activity Score 616
Art Director at |

"Bright ideas bring better results"

satrianee's picture


Activity Score 3748
second_creator's picture

good thought

Activity Score 754
Copywriter |


second_creator's picture

good thought

Activity Score 754
Copywriter |


ryan_anderson's picture

good thought but direction could be better!

Activity Score 36
Muhammad Imran's picture

Brilliant! idea is clear to me, I'd like to give 8* for sure!

Muhammad Imran
Activity Score 616
Art Director at Orbit Advertising |

stafro's picture

good job, Net mind

Activity Score 26
Art Director at art director
maashookshee's picture

its nice one and very smart ... respect it might not work every where ..

Activity Score 414
graphicdesigner. at focus advertising
eisengrau's picture

Hi, I thought I should post my interpretation of this ad:


Activity Score 4
anHiiieeta's picture

nice interpretation ;)

Activity Score 328
Art Director
maxcomuni's picture

Good idea but BAD production!

Activity Score 62
eisengrau's picture

If you are referring to the original, I agree. Look at the ashes for example, they are just hanging in space, being clearly cut out from a different background.
My work however took about 10 minutes to complete :DD

Activity Score 4
rolling.stone's picture

good !

but when they are showing ashes, its all about post death, one might not be bothered about his post death realities

Activity Score 2741
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

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