On average we take about 16 breaths per minute

That’s 960 breaths per hour,

23,040 breaths a day,

if we live to be 80 we’ll take 672,768,000 breaths in our lifetime.

The campaign aims to demonstrate the extraordinary things we can achieve with just one of those breaths.

In doing so we hope to inspire a generation of quitters by exploring the boundaries of what is possible when we chose not to take our lungs for granted.

And what better way to illustrate this than free diving?

This is the story of Daan Verhoeven who finally quit smoking and has never looked back, surprising even himself with what is now possible.

Over a stunning vista of the sea we watch a free diver prepare for his dive. We hear the voiceover of Daan Verhoeven, a smoker we learn has quit smoking, discovered a free-diving passion, and never looked back.

As the film progresses we hear Daan describe the extra lung capacity he found, his personal story, the struggle of quitting and the beauty of free-diving.

Once past Daan’s national free-diving records and other achievements, Nicorette branding appears with the encouragement to ‘Do something incredible’.

An additional endframe urges Youtube viewers to click and explore the accompanying 360 interactive film - to ‘dive’ with Daan, or view further content on Nicorette’s most successful quit products.

‘One Breath’ was largely implemented via Youtube, but a ‘thumb-breaking’ 30sec Facebook edit also helped tease the full story and encourage additional views. The film was also embedded into local market Nicorette websites around the globe,

The ‘One Breath Project’ showcases the story of one quitter’s incredible achievement, to inspire others on their journey to better health.

Nicorette’s most effective piece of content to date, the content achieved over 3.4m impressions. View-through rates hit 37%, twice the category benchmark and double the performance of the 2015 content.

The campaign consisted of paid-for support on YT, teaser-traffic from FB, and presence within Nicorette websites. Interactive experiential activity offered quitters a way to engage further with the content and more education on NRT, plus discounts for local retailers.

UK activity synched with ‘Stoptober’, leveraging the government initiative to get the nation quitting and contributing to a 200% uplift in sales during the campaign period. In other markets the content acted as an inspirational beacon, seeing a halo across more product-led, or utility content.