Smoke again

Anti-tobacco campaign Matter & Partner promotes the "Züri Rauchfrei" campaign with a shameless idea: the message "Treat yourself to a cigarette" is written on matchbooks distributed by Züri Rauchfrei. This is presumably a unique way for an addiction prevention agency to encourage people to smoke. However, if you open the flap of the letter, the real "clients" of this message are revealed with cheekily faked logos: a crematorium, a mortician, a gravestone carver and a manufacturer of grave decorations. Once you have recovered from this "shock", you discover the finely printed text on the back of the matchbook: "A little food for thought from Züri Rauchfrei". The offensive little sticks with the deadly message are placed in bars, trendy bars and at various events in the canton of Zurich.