The Penguin Empire are very excited to present their latest collaboration with creative powerhouse and group of all-round-nice-guys, Gatecrasher Advertising.

The campaign above, directed by The Penguin Empire’s Grant Sputore, marks a new approach to getting smokers to quit. For the first time, anti-smoking advertising is looking at how smokers are seen by those closest to them, and how smoking ostracises smokers from the ones they care about.

We owe a big thank you to the kind people at Gatecrasher and the Cancer Council for giving us the opportunity.

Usually we’d finish a post like this with some kind of joke, but there’s nothing funny about smoking, really. Recognising that, we’ll finish with a funny sounding word instead. Callipygian. Hehe. Look it up.