Dan said,

February 8, 2013 @ 22:57

The first one is confusing. I think posing it as a question with the word “which” is what threw me of. Try, “Guess which….”

Also, the crucifix seems almost irrelevant, as though you had a different headline before, and someone told you to talk about the Marlboro Man. Why is this the only execution from the campaign with the addition of a pixelated element? The other two are completely graphical, simple, and logical (also very strong and compelling), but this one seems off.

Try a hand holding a smoking gun (That’s been made to look like a cigarette), or just go with the crucifix, lose the hat and use the line, “Someone dies for our sins every 15 seconds.” (Or however often a person dies of smoking-related illnesses.)

Anyway. Good shit, Latvia.