I live + work in Chicago. In this city, there are agencies who continuously accept tobacco companies as clients, using their staff to help sell cigarettes to a younger market. As a group creative director at an agency in the same city, I felt this acceptance by agency staff goes against everything my generation fought so hard to prevent. As a city, we've come so far—through education, publicity, even becoming one of the first cities to ban smoking in public establishments—for the health of all people. Creatively, I wanted to show the balance between "generations" & "legacies," and how they relate to smoking within a family. Each poster is supposed to be personal, and the execution changes based on each individual. For example I'm a first-generation non-smoker, so my son is second-generation, which is represented by the cut typography of the headline. My eyes being blue – his being a different shade of blueish green – is shown in the background gradient. Finally, something I want to pass down to him is the enjoyment of playing hockey, represented by the quote: "Endless hours on a frozen pond." A different person with different eye color, favorite pastime, etc., would have a completely different poster, or "legacy." This "legacy" all gets erased with smoking and its impact on a person's health. That method of erasing is shown through the erosion of ink with chemicals similar to those found in cigarettes on the left, and destruction of paper through cigarette burns on the right. Winner, STA 100