The insight came from a true fact: people spend money to look good and fragrant. But when cigarette is lit, all investments goes down the drain.

Therefore, we developed fake packaging of products such as soap, deodorant, soap, shampoo, etc., with the brand Cigarette. The contents of the packages was also different: all flavored cigarette.

All packages were exposed on shelves alongside the similar products from other brands.

Hidden cameras recorded the reaction of customers in a supermarkets at the time of purchase.

90.000 people were impacted.

Despite 1.800 products produced, none were sold.

But the action helped many people to think about this extra-harm cigarettes can cause: the stink.