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.

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.