More Good Years

The Story

In approaching a campaign that would speak to an audience for whom smoking has become a regular part of daily life, it became about making the benefits as tangible as possible. There’s nothing harder in breaking a bad habit than seeing the bigger picture. Simply stating that oft-cited adage, “quitting will add years to your life,” this campaign concept takes into account some of the psychographic sentiments of our target audience by focusing less on the quantity, and more on the quality.