| Title | Cigarette |
| Agency | McCann Canada |
| Campaign | Wildfire Smoking |
| Advertiser | The Lung Association |
| Brand | The Lung Association |
| Date of First Broadcast/Publication | 2023 / 10 |
| Business Sector | Public Safety, Health & Hygiene |
| Story | Smoking was a significant concern back in the 80s/90s. Now it's back, but not in the way you might expect. This past summer, 16.5 million hectares of forest were burned in Canada. If you were outside, there's a good chance you breathed in the equivalent of a few cigarettes a day. Or more. |
| Media Type | Billboard |
| Production Company | Craft Worldwide |
| Art Director | Justin Tabakian |
| Copywriter | Jordan Finlayson |
| CGI Animation | Ricardo Soto |
| Executive Creative Director | Brian Allen |
| Chief Creative Officer | Josh Stein |
| Chief Strategy Officer | AJ Jones |
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