Looking at the CHI & Partners website and came across a great add...
http://showcase.brandrepublic.com/clemmowhornbyinge/Work/'Homicide'.aspx
It's based upon the clever idea that smoke fills an ad banner as it burns and in doing so, you can see how this would lead to passive smoking.
However.... i think it missed the biggest opportunity of the interactive channel by being very passive and therefore not very engaging. It is effectively, a great TV ad!
I would have prompted the audience to smoke the cigarette by clicking on the cigarette itself (speeding up the burn). Apart from being really intriguing, this would attract actual smokers (the target audience) and in doing so the story would then unfold and put that smoker at the heart of the message - making them part of the message. That would have been far more engaging!
Original source: http://everyimpressioncounts.wordpress.com/?p=29
