Cannes Lions
TBWA\ITALIA, Milan / GLAXO SMITH-KLINE / 2011
Overview
Entries
Credits
Execution
During two days, in 10 cities, our actress reached old and young smokers, asking for a cigarette. We shot all those great moments: their last cigarette. She gave them a free NiQuitin Mini sample, explaining how to quit forever.
Outcome
19,700 samples delivered in two days in Italy.1 smoker every 5 minutes gave up their cigarette and found out how to quit smoking.
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