Rogier Smalhout directed the new Smoke-Free Generation campaign for Rookvrije Generatie.

In movies, magazines, and music videos, it seems like you need cigarettes or vapes to be cool, tough, and sexy. While we know that 1 in 2 smokers dies from the consequences. Let’s stop pretending.

A simple way to make an impact is by choosing not to showcase images of cigarettes and vapes.

Together with Hartstichting, KWF Kankerbestrijding and Longfonds, we are on our way to a Smoke-Free Generation. The world is becoming smoke-free. Get used to it.

Smoke-Free Generation is a collaboration with:
Gezondheidsfondsen voor Rookvrij
Cultuurmakers: Sterre Koning, Defano Holwijn, Nicole Huisman, William Rutten, Tim Oliehoek,
Dieuwertje Blok, Mandy Woelkens, Olivia Lonsdale & Nnelg
Client: Monique Moerkens, Patricia van Rossum, Kolja Urban, Renate van Eijk, Manouk Peters
Agency: Boris Creative & Hammerfest
Creative lead: Boris Peters, Guy Lokhoff
Creative: Sabrina Beek
Project lead: Benthe Boersma

Herofilm produced by: HALAL
Director: Rogier Smalhout
D.O.P: Sam DuPon
Producer: Roos Blank
Production Manager: Florence Behrens

1st AD: Steven Gielen
Gaffer: Berend Holtkamp
Production Designer: Dirk Tolman
Hair & Make-up: Samantha Davies
Sound: Gideon Bijlsma

Editor: Camille Boumans, Samantha Groesbeek
Online & VFX: Crabsalad
Grading: Laurens Orij
Sound Designer: Lars Blakenburg
Music: Joris Titawano
Photography: Michèle Giebing