WE MADE PEOPLE WALK ON THE MOON

CLIENT Nicotinell THE CHALLENGE Getting smokers to quit is no easy task, since they are immune to all the usual messages related to health benefits and the scary imagery on packs. THE IDEA Most smokers can’t do cold-turkey overnight, but they might be willing to give up one cigarette a day and over the course of a few months and quit for good. We brought to life all the seemingly impossible things that smokers could experience just by sacrificing one cigarette a day, from walking to the moon to saving and endangered species.