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"So you may smoke less than the person next door to you, but you might just happen to hit the genes that mean you're going to get lung cancer or any of a whole range of other cancers." Just one to four cigarettes a day almost triples your risk of dying from lung cancer

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AGENCY / COLLABORATION Pavone Group (AOR) Keith Seaman (CD) Paul Murray (Copywriter) Billy Childress (Photography) Paige Kowal (AM) ROLE Art direction, design / 01 / BRAND ELEMENTS / GUIDELINES / 02 Winston Cigarettes is a time-honored brand that enjoys a rich tradition and a rightful place in the American landscape

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