De Facto: Serpent

Montreal agency K-72 and pressure group De Facto reveal ‘the unfiltered truth’ about tobacco in powerful film and poster campaign.

De Facto, a Canadian pressure group that seeks to raise awareness of the tobacco industry’s harmful practices, in collaboration with the sports students body RSEQ, have released an impactful film exploring the hold tobacco addiction has on young people.

Directed by Santiago Menghini of Montreal production company Romeo & Fils, the 30-second film features a spooky, snake-like, giant fag throttling a young man to death, the film is accompanied by print ads sharing the same message about nicotine addiciton.