Instead of making smokers feel worse about themselves, we decided to glorify those brave enough to stay smoke-free and uphold them as champions worthy of respect. The TV spot that ran was the result of a mobile "Quit Studio" that went into the Singapore heartlands, where smokers walked off the streets directly onto the set and pledged to quit. No actors or models were used, instead, real people kicking a bad habit were transformed into stars overnight. The "I Quit Club" saw 4,000 likes and hundreds of pledges and supporters within the first 5 days.
The most successful QUIT campaign in Singapore
Gold IPA Effectiveness Award
Asian Marketing Effectiveness Bronze Award
Bronze Effie 2012
