SAVE THE SMOKER

Credits & Description:

Advertising Agency: OTTO STOCKHOLM, SWEDEN
Creative Director: Jonas Lembke
Scriptwriter: Åsa Österlund
Account Supervisor: Andreas Kjellgren
Advertiser's Supervisor: Jonas Grytberg
Director: Kalle Wahlström
Sound Engineer: Martin Sjögren


Script in English
VO: 1, 2, 3... Every second, someone, somewhere stops smoking. Soon, you or someone you love could be affected. Don’t stand idly by when disaster strikes. You can make a difference. The drive Save the Smokers helps people find their way back into their nicotine dependency. Visit www.smokeweek.com and make your donation to Save the Smokers and support our fight against quitting. www.smokeweek.com
Script in Orginal Language
VO: 1, 2, 3 ....Varje sekund slutar en person att röka i världen. Snart kan du, eller någon i din familj drabbas. Stå inte passiv och se på när denna fasansfulla farsot drar fram. Du kan göra skillnad. Insamlingen Världens Rök är till för att hjälpa människor som drabbats, tillbaka in i sitt tobaksbruk. Gå in på www.smokeweek.se och skänk ett bidrag till Insamlingen Världens Rök och vår kamp mot rökslut. Alltså, www.smokeweek.se
Brief Explanation
Nicorette, a market leader in Nicotine Replacement Therapy, was loosing gum-market shares to competitors offering a more candy-like product. The new soft gum Peppermint was launched to turn the trend. As chewing is believing, the launch was based around sampling, and for effective and broad impact most of it was done online from www.nicorette.se. Parallel to this we let Nicorette’s now famous Craving Man lead his own campaign to save smokers from the dangers of Peppermint use, on www.smokeweek.se, and in a series of radio ads, to generate traffic to the smokeweek website. The target of 10,000 ordered samples was quickly reached and as we write this, 23,000 people have ordered samples.