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This whole campaign started with a take-out order from a Chinese Restaurant in Del Mar, CA. At the end of the meal I opened my customary fortune cookie, read it to myself and stuffed it in my pocket. It wasn’t until the next day when I was de-littering my pockets before a laundry load that I put two and two together. Over the years I had saved a bunch of fortune cookie sayings that were full of futuristic promises and optimistic opportunities. I then started thinking how tobacco companies make similar claims and figured why not combine the two to create a sarcastic ad campaign against big tobacco.
This is a store in Del Mar, CA that I have continually seen throughout my adulthood. Although the impact of actually defacing the store would visually be a bolder gesture; I decided this would be a more respectful way to express my sarcastic humor.
