Pfizer asked us to create an engaging, street level activation that would grab the attention of smokers, remind them of the importance of quitting and motivate them to seek help from their GP. Strict laws restrict pharmaceutical companies from promoting specific brands in Australia, so the overarching objective in this instance was to raise awareness of the issue, rather than to directly promote Pfizer's cessation products.The aim was to impact the lives of consumers in the real world, with a view to also generating talkability and earned media around the activation.

To give the installation big news appeal, we released new research around consumer ignorance relating to tar consumption from smoking, and a leading respiratory specialist acted as a spokesperson for media.The installation proved a massive hit, stopping thousands of commuters in their tracks and provoking strong reactions from everyone, particularly from smokers.Nearly 200,000 Australians across 4 states witnessed the activation first hand. Hundreds of people were so shocked that they pushed out pictures to their social networks across Facebook and Twitter. It also captured mass press attention, generating over half a million dollars in earned media.

We felt the opportunity lay in bringing to life the revolting realities of 1 specific side effect of smoking, the consumption of tar, for the first time.So on the anniversary of the national smoking ban in Australia, we unleashed The Tarmy. An installation of 20 life-size, life-like statues made entirely of tar, the amount of tar the average smoker consumes over a lifetime.The timing of this initiative added extra weight and impact, ensuring a topical news hook for media and conversation starter for consumers.

Pharmaceutical companies are required to comply with strict regulations in Australia and in this instance it was only permissible to encourage smokers to visit their GP for advice, rather than promote Pfizer’s cessation products. To overcome this challenge, an ambient activation that would directly engage consumers whilst smoking was chosen.

The Tarmy appeared in 4 locations across Australia, specially selected to maximise exposure to thousands of commuters daily. These sites not only had incredibly high passing footfall, but they were also notorious spots for office workers to smoke.