Using the "skip" button in an internet video, we showed how people who smoke find it hard to stop, in the same way that they wouldn't be able to escape from the ad. After going through all of this trouble, at the end the solution appeared: stop smoking.

With the challenge of generating a usability that considerably portrayed the creative purpose, the media solution was to seek an outlet that offered great coverage reproducing a real experience for users. Therefore the impact would be much more that awareness, but also creating a real trial of the evils of smoking.

Every person impacted by the work, smoker or not, felt within their own skins the difficulties of escaping addiction to cigarettes.

1K people impacted in the first hour

over 50K People impacted in the first day

274K people impacted in the first week

By interfering with the normal usage of the media, we were able to physically demonstrate the difficulty of quitting smoking.Being a non-profit organization there were no sales or other KPI’s involved. Just an awareness to the habit of smoking.