Saatchi & Saatchi Lungs

This clever piece of design for charity QUIT is all about the placement. It was designed by Saatchi & Saatchi and was featured in Creative Review's Annual this year.

The copy reads 'Stop Smoking and stop filling your lungs with poison. To quit call 0800 002200.

Steve Crone, chief executive, QUIT, said, “The poster is a great initiative to target smokers, but it is important not to panic after looking at it. The campaign has been designed to make smokers think about the effects of their habit, and most importantly signpost them toward the help available if they do want to quit."

Here are the credits:

Company: Saatchi & Saatchi, London
Executive Creative Director: Paul Silburn
Executive Creative Director: Kate Stanners
Art Director/Copywriter: Rob Porteous
Art Director/Copywriter: Dave Askwith
Typographer: Scott Silvey
Typographer: Chris Jones
Account Director: Simon Ronchetti