Gavin Williams
Copywriter at Y&R
Cape Town, South Africa
TitleThe Cigarette that Saved Lives
Campaign The Cigarette that Saved Lives
Advertiser DNA Project
Brand DNA Project
Date of First Broadcast/Publication
Business Sector Public Safety, Health & Hygiene
Tagline DNA evidence convicts. Never disturb a crime scene
Story The Cigarette That Saved Lives depicts another brutal South African murder but focuses on the evidence that’s left behind, encouraging viewers to never disturb a crime scene as DNA can convict. 
Philosophy A controversial commercial for DNA Project, a non-profit organisation raising crime scene awareness and fighting crime with science.
Media Type Television
Executive Creative Director
Art Director
Production Company
Post Production
Editing Company Priest Cape Town
Agency Producer

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