Breath of Fresh Air

Great ambient idea from Ogilvy Auckland raising awareness of Asthma sufferers. Inserts were put inside the plastic covers of 10,000 subscription magazines, and this is certainly one where the choice of media and the creative execution work so well together to create a really great ad.  
It's very shocking, which is what social awareness issues need, but it could be confused with child abuse. I get that Asthma is difficulty with breathing, and that is conveyed, but it's not what I immediately think of. Still (excuse the turn of phrase), it's a breath of fresh air when it comes to using media in a different way. Good work.

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