Starting with the insight that nicotine is actually a physical addiction and not just a bad habit. We focused on the moment smokers realize why they are having such a hard time quitting. And that internal dialog that got them to that "ah-ha moment" decide it's time to quit.

 

This unbranded campaign was so successful, that even after the branded campaign launched, this campaign continued. Additionally, the general campaign (created by another agency) was retooled to better align with our campaign and message.