BRIEF:
Nicotinell wanted to disrupt the Nicotine Replacement Category, and instead of focusing on the clichèd health benefits, create a campaign which highlights alternative advantages to quitting.
INSIGHT:
Giving up smoking is tough, and starting is the hardest part. But every smoker has one cigarette a day that they could give up easier than all the others.
IDEA:
Highlight how changing one small part of your daily routine could change your life in a big way.