NICORETTE | BBDO MALAYSIA
Helping smokers surrender the habit.
BACKGROUND |
Nicorette's Nicotine Replacement Therapies
double a quitter's chances of stopping smoking,
but giving up successfully requires real willpower.
The challenge was getting smokers to consider
quitting for good, on a very tight budget.
IDEA |
A cigarette made into a white flag of surrender
by cutting the paper around the butt. They were
simply placed in the sand of public ashtrays to
look like a flagpole on a battlefield.
