CIGARETTE MAGAZINE by Lew'Lara\TBWA Sao Paulo for Niquitin

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CIGARETTE MAGAZINE

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Industry Health & Pharmaceutical Products, Anti-smoking
Media Promo & PR, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Luciano Lincoln
Art Director Bruno Cardoso
Copywriter David Bessler
Illustrator Daniel Rodriguez Caballero
Released January 2011

Credits & Description

Category: Best Use of Print
Advertiser: GSK
Product/Service: NIQUITIN
Agency: LEW'LARA\TBWA
Chief Creative Officer: Jaques Lewkowicz (Lew'Lara / TBWA)
Creative Vice President: Manir Fadel (Lew'Lara / TBWA)
Creative Director: Luciano Lincoln (Lew'Lara / TBWA)
Copywriter: David Bessler (Lew'Lara / TBWA)
Art Director: Bruno Cardoso (Lew'Lara / TBWA)
Media Vice-President: Luiz Ritton (Lew'Lara / TBWA)
Illustrator: Daniel Caballero
Account Manager: Fernanda Tedde (Lew'Lara / TBWA)
Account Director: Marcio Oliveira (Lew'Lara / TBWA)
Media placement: Magazine - Saúde Magazine - 01/05/2011

Insights, Strategy & the Idea
Niquitin targets people who want to quit smoking but are having a hard time getting there.
So we wanted to let those people know that the brand understands how they feel when they just can't stop thinking about smoking and then offer them a practical solution: Niquitin Minis.

Creative Execution
We chose magazines for readers who are seeking a healthier lifestyle and created an ad on the back page that replicated the looks of a cigarette, by actually folding the entire magazine and putting a paper ring around it. The subscribers received their magazines in a way it looked like a big cigarette and the copy said: "Can't stop thinking about cigarettes?". When they took the paper ring off (it looked like a smoke filter) they found out about Niquitin Minis, a practical way of avoiding cravings.

Results and Effectiveness
The client felt the results the same day the campaign was launched, since hundreds of people twitted about it and dozens put pictures of their magazines looking like cigarettes. The official Twitter profile of one of the magazines even thanked the readers for "so much positive feedback".
The sales increased 27% in just 2 weeks after the campaign was launched.