To support their vision towards a smoke-free future, Phillip Morris needed a campaign to raise awareness that the main harm from cigarette smoking comes from the burning of tobacco and the smoke itself.

We wanted to deliver that news in a way that connected with smokers, and that felt more relatable and conversational than the classic PSA-style quit smoking ads that many have become desensitised to.

Our social and digital Know the Facts campaign is encouraging more and more smokers to make that connection and reconsider the less harmful, non-combustible alternatives that exist.

We Need To Talk About Burning, the film at the heart of the campaign, focuses on a normal guy in an everyday setting, using rhyme to highlight the fact that whilst everyone knows that burning is bad news, few make the same link when it comes to smoking and specifically the burning of the tobacco.

As well as leading the campaign creative development, I also directed the 90-second hero film.