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Paul Riss, art director
Matt Antonello, writer
Andrew Simon, executive creative director
Adam Marsden, director of photography
Joel Saunders, Inferno artist
Peter McAuley, AXYZ, editor
Ted Rosnick, RMW, sound design
Vlad Nikolic, RMW, sound engineer
Mark Zibert, Sons & Daughters, director
Rob Allan, line producer
Irene Payne, producer
Andrew Schulze, agency producer
Liane Thomas, executive producer
AXYZ, visual effects company
DDB Canada/Toronto, ad agency
Canadian Cancer Society/Smokers' Helpline, client

Breath :30 (Open inside a typical suburban kitchen. A 30-something woman is sitting at the kitchen about to smoke a cigarette. After finding a light, she lights it and takes a drag. Something strange begins to happen. As she inhales, her posture changes, her face wrinkles. She goes from looking 35 to 75. When she exhales she goes back to her original age. She takes another drag and the same thing happens. End with her exhaling and returning to being in her mid-thirties. Super: Every cigarette you smoke can take years off your life. Super: It's never too late to quit. SmokersHelpline.ca 1-877-513-5333 Logos:: Canadian Cancer Society & Smoke-Free Ontario (Ministry)


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