Replacing advice with hope

PFIZER

Smoking cessation is one of the most challenging categories to work in. The target for this campaign was one of the hardest to reach, the relapsed smoker – one who had tried to quit many times. Our challenge was not to communicate how hard it is to quit but rather give them hope that they eventually can. The creative empathises with the smoker in recognising the many challenges they face and the doors represent these challenges.

Injecting humour into the category
Managing the complexity of sheep farming