Nicorette: Quit & Start Afresh

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Smokers are turning a deaf ear to diseases caused by smoking because they cannot see it happening to them. However, they worry about daily luxury items like mobile phones, nice condos, new watch etc. This campaign aims to remind them what they are actually burning away each time they light up. Over time, at $11 a pack.... its surprising what that amount snowballs to in the years later.

Art Director: Haikal Lim
Copywriter: Isabel Servando
Client: Johnson & Johnson

Don't smoke your dream away. Quit & Start Afresh.

If you burn an average of S$11 a day on a pack of cigarettes - that adds up to S$4015 in a year, S$40150 in 10 years, S$60225 in 15! It’s money you probably didn’t even know you had -- money you could have spent on a car, a down for a house or your child’s university education. Definitely money you don’t want to just burn away.