The Creatives Room

Cancer now comes in flavours.

Brand: Canadian Cancer Society · Agency: Rethink, Toronto, Canada · Year: 2015 · Category: Print / OOH · Medium: image

The visual features a stark, high-contrast composition with a cool color palette that emphasizes the grim subject matter. A close-up, almost clinical shot reveals a cigarette, but instead of tobacco, disturbing, medically-rendered tumors and diseased tissue are depicted as the "flavor" within. The lighting is direct and hard, casting deep shadows that accentuate the unpleasant textures and details, creating a sense of unease and repulsion. The overall mood is somber and unsettling, designed to evoke a strong emotional response of disgust and fear, directly linking the seemingly innocuous flavo

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Cancer now comes in flavours. - Rethink, Toronto, Canada - 2015 | The Creatives Room