BBH finds use for ashtrays

Singapore - As Singapore smokers brace for the indoor smoking ban which takes effect on 1 July, the National Environment Agency (NEA) has launched a BBH Asia Pacific-created campaign playing on the idea that ashtrays will become redundant.

The ashtray is the key visual for the four print executions and in three of the executions, the ashtray is likened to a plant holder - a hotline number and the date of the ban are also featured. The fourth print ad, which will run in entertainment venues and targeted publications, communicates a ‘smoke it outside' message by picturing a lit cigarette in an ashtray with the ash-end facing outwards.

The two month campaign comprises of print, outdoor and a giant ashtray filled with plants outside The Heeren along Orchard Road - the ashtray installation will run until 3 July.

"The giant ashtray complements our print campaign and heightens awareness of the indoor smoking ban. By placing it in a high traffic location, it will attract the public's attention and effectively remind Singaporeans of the benefit of not smoking indoors come 1 July," Frances Great, head of account management for BBH Asia-Pacific said.