Big Bad Wolf for The Real Cost Commercial

Once in a while I get to work on a project that has the potential to make a positive impact in our society. I was asked to design the (big, bad) wolf and pigs for the anti-smoking commercial, Straw City for The Real Cost campaign.

The spot is riffing off of the Three Little Pigs fairy tale, where the wolf, who is a chain smoker, can’t muster the lung power to even blow over a straw building. The direction for the wolf was to make him look sickly and gross, with ill-fitting, tattered clothes and big, worn-out boots- a real sketchy looking son-of-a-gun.

The Real Cost Commercial: "Straw City" Big Bad Wolf

Here are a few of the pigs going about their business:

The Real Cost Commercial: "Straw City" Shop Owner PigThe Real Cost Commercial: "Straw City" Mother Pig and baby

Since October, the YouTube video has had over 1.9 million views, so I can only hope the message is having some effect.

Here is the commercial:

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