Kwit Lights Blast of Brutal Honesty for World No Tobacco Day with Explosive AI-Generated OOH

​Made by Humans has teamed up with creative agency IMA to create a powerful OOH and Print campaign titled ‘Kwit for Good’, supporting the UK launch of the Kwit smoking cessation app.

The campaign was developed in response to the fact that cigarettes kill 1,500 people in the UK every week. Its aim is to shock smokers into behaviour change, leaning into the launch of Kwit, which has already helped millions around the world to quit smoking.

Visible across major UK cities and newspapers, the campaign’s OOH and print executions were produced entirely using generative AI. Led by Made by Humans chief creative officer Guy Soulsby, the campaign visualises cigarettes as sticks of dynamite, reflecting how children often see smoking in simple, literal terms.

Launched around World No Tobacco Day, the campaign aims to encourage smokers to reconsider their habit by focusing on the concerns and fears experienced by the people who care about them most.

The project highlights the growing role of generative AI within commercial creative production, demonstrating how advanced AI workflows can deliver high-impact visual campaigns while maintaining strong conceptual integrity.

Guy Soulsby, chief creative officer and co-founder of Made by Humans commented, "The creative concept grabbed me immediately. Using TNT sticks in a heightened, Looney Tunes-inspired way to show how children see cigarettes felt instantly powerful. It is playful on the surface, but the underlying idea is much darker, and that tension is what makes it work. I do remember being about nine years old when my auntie jokingly said, “Want to try one?” I did, and then spent the next ten minutes coughing my head off. It was a small moment, but clearly it stayed with me. Children do not see cigarettes as lifestyle objects, habits, or stress relief. They see the danger more clearly than adults often do. The creative IMA developed captures that brilliantly. It was a fantastic campaign to be a part of and collaborate on to craft the visuals you now see in newspapers, on bus stops and billboards, and social media."

Ben Ducker, ECD at IMA addedv , "Despite the shocking images and messages surrounding anti-smoking campaigns, we still lose 1500 people per week to cigarettes. Many of them are parents. Our goal is to be provocative, not for the sake of it but to find an angle that lands the truth of the matter in a way that drives memorability, cut-through and hopefully behaviour change."