As a smoker who wants to quit, every time you give in to a craving and light up a new cigarette, it can feel like another lost battle, another loss of control.

This campaign shows the amazing things that can be achieved when you take back control and quit for good.

This film does this by showing an ex-smoker who became a slackliner – his name is David King.

When David slacklines, he is balancing on a thin line, hundreds of metres above ground, in dangerous winds.

But while he does this, he is in complete control. Every breath and every movement is measured.

The control he needs to stay on the line mirrors the control he needed to beat smoking off of it.

‘Walking the Line’ is David’s inspirational quit story. It shows that any smoker can quit, regain control and achieve something incredible.

As we open on a stunning mountain landscape, we hear David talk about his family’s history of smoking and how he became addicted himself.

As the film progresses, we follow David and his slacklining friends climb up the mountain. As this happens, David’s VO describes his personal relationship and battle with smoking

We then see him on the line, hundreds of metres above ground, against a beautiful sunrise. As he walks across the line, he talks about slacklining provided his way out.

We finish with a set of titles describing his achievements on the line and in quitting smoking.

‘Walking the Line’ was largely implemented as a 2min 40sec piece of content on YouTube and Facebook with shorter teaser edits played out on Facebook and Instagram, optimised for mobile viewing. The film was also embedded into local market Nicorette websites, giving extra detail on David and his quit story.

Walking The Line was only launched recently, and early results are very promising. After ‘One Breath’s (the 2017 Nicorette content) 37% view through rate doubled the industry benchmark, this year’s 42% view through rate furthers the success. The campaign consisted of paid support on YouTube, teaser-traffic from Facebook, and a presence within Nicorette websites. An experiential AR event at Kings Cross marked the launch on National No Smoking day, and allowed 420,000 quitters to engage further with the content and try virtual slacklining for themselves.