Finnish Cancer Association: Burn! The Magazine that Burns Celebrities

This anti-smoking campaign gets them where they least expect it.

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Editor's Pick

358 Helsinki devised a sneaky way to promote the Cancer Society of Finland's anti-smoking message by launching Burn!, a magazine that looks a lot like the other celeb rags on the stand but instead, features unflattering stories about smoking teenage celebrities. The magazine was distributed as inserts with other celebrity glossies and was intended to be a one-off project. However, it was so popular amongst teens that the agency ended up publishing two more issues and is in the midst of launching a fourth.

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May 20, 2011
358 Helsinki
Finnish Cancer Association
Creative Director:
Ale Lauraeus
Creative Director:
Erkki Izarra
Art Director:
Mark Nurmi
Valtteri Vakeva
Agency Producer:
Peggy Petrell
Valtteri Vakeva
Pekka Mustonen
Milla Kokko
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