Winning Anti Smoking Ad

The challenge was to create a anti smoking ad powerful enough to turn people off cigarettes without resorting to the gruesome imagery so prevalent in anti-smoking campaigns. With the help of a couple of dancers, an up-for-anything ad agency and hundreds of yards of Lycra, Los Angeles photographer Ricardo Marenco did just that.

“I wanted to evoke a sea of people trapped inside their addiction,” says Marenco, who created the shot for the California Department of Public Health’s billboard and print campaign. To achieve his desired effect, he photographed the dancers individually inside 7-foot-tall Lycra cigarettes. Then he digitally overlaid embers and smoke from real cigarettes on the figures. The ads ran without any words, only a helpline number — the image said it all.