Thankfully, all that public money didn't go to waste.
The Plain Packs Protect billboard campaign by communications agency Bray Leino has been nominated for an award.
That's almost as funny as this video.
Ironically, Bray Leino describes itself as an agency "specialising in brand building". Not tobacco brands, obviously.
Of course the real prize that Smokefree South West (Bray Leino's client) wants to win is plain packaging. Given the responses to the consultation, that may prove a little more difficult.
See an earlier post on this campaign: How public money is influencing the consultation on plain packaging
PS. The nomination is for the Cream Midlands Awards. No, I've never heard of them either.
Update: Bray Leino's campaign for Smokefree South West won the gold award for Outdoor Campaign. So happy for them/us.