| Title | NEW LUNGS |
| Brand | SINGAPORE CANCER SOCIETY |
| Product / Service | ANTI-SMOKING |
| Category | C01. Bars & Restaurants |
| Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Entrant Company: | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Advertising Agency: | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Name | Position |
|---|---|
| Steve Back | Chief Creative Officer |
| Troy Lim/Jon Loke/Justin Lim | Creative Director |
| Troy Lim/Justin Lim/Adeline Siow | Copywriter |
| Jon Loke/Kairong Ku | Art Director |
| Jon Loke/Kairong Ku | Typographer |
| Stephenie Lee | Art Buyer |
| Shirleytay | Account Supervisor |
| Jennifer Lim | Advertiser's Supervisor |
| Adele Huang/Stephenie Lee | Producer |
| Design: Jon Loke/Kairong Ku. Props: Artison Asia Pte Ltd | Other Credits |
The paper lungs were placed at paper offering shops around the country during Qing Ming, the month where Chinese burn offerings in remembrance of their ancestors. The unusual new product attracted people's attention, and this unconventional way of spreading our anti-smoking message urged many smokers to call our Quitline and enjoy a fresh breath of air in this life.