We created a campaign using an unlikely theme that nonetheless resonates strongly with the target group: romantic relationships. In the end, we wanted to shed light on the insidious and sly nature of cigarette addiction.

For young people, 17-24, smoking represents empowerment, a sense of being in control of one’s life. The mandate is to sensitize them to the fact that, in reality, it is the tobacco industry that is in control of their lives, and this through strategies to create a dependency on its products. Because of government regulations, we couldn't show anyone smoking or drinking. Also, in communicating the theme of toxic relationships, we had to be careful not to fall into abusive relationships, an important consideration in the #metoo era.