SMOKING CESSATION CAMPAIGN

CRAVINGS DON’T WAIT.
NEITHER SHOULD RELIEF.

PROJECT: ICE MINT LOZENGE LAUNCH
CLIENT: NICORETTE®

THE WHY

Smoking cravings don’t happen in controlled environments. They strike during the small, everyday moments where smokers feel stressed, trapped, distracted, or overwhelmed. Nicorette needed a campaign that positioned its new Ice Mint Lozenge as a fast, convenient solution built for real life, not ideal circumstances.

THE INSIGHT

For smokers trying to quit, cravings often feel larger than the moment itself. A stressful commute. Boarding a crowded flight. Heading into work. Everyday routines can suddenly become emotional pressure points that trigger the urge to smoke.

THE IDEA

We created a cinematic campaign centered around relatable, high-tension moments where cravings typically hit hardest, disrupting those situations with the immediate relief and convenience of Nicorette Ice Mint Lozenges. The work balanced grounded human storytelling with stylized emotional disruption, most notably in a key airline spot where the chaos of a crowded flight visually slows and softens as the hero regains control through a simple lozenge moment. Rather than dramatizing quitting smoking itself, the campaign focused on restoring calm, confidence, and momentum during the moments people need it most.

TVC :30

OLV :15

BUMPER :06

EXECUTION

• National video campaign launch

• Cinematic lifestyle storytelling

• Trigger-based scenario framework

• Broadcast and digital video assets

• Product-first convenience messaging

• Emotionally grounded performance direction

• Multi-platform rollout

ROLE

Creative Direction
Campaign Concept
Art Direction
Film Development
Visual Storytelling