Nicorette

- INSIGHT

51-80% of young adult smokers are social smokers, meaning they constantly turn to friends for cigarettes.

- TARGET AUDIENCE

This campaign, specifically for pride week, focuses mainly on queer & trans youth.

- BIG IDEA

'Lead the Pack.'

- ROLE

Art Director

Artworks

- OOH ADS

The Out-of-Home ads position quitting as a collective process, encouraging queer and trans youth to 'Lead the Pack' by being the first one to quit smoking.

- TEAM

Matthew Strezos – Copywriter

Michael Di Gennaro - Copywriter

Danielle Manserra - Account Manager

- NICORETTE SMARTTRACK APP 2.0

SmartTrack 2.0 has a few changes made that are different to the current app. By using the concept of a ‘chosen family’, this app is designed in a way to allow groups of people to collectively quit smoking and support each other instead of struggling with it on their own.

- SOCIAL MEDIA POST

Social media post focuses on the the financial savings from quitting smoking while committing to investing those savings into community support.