CHANTIX: Integrated Campaign

THE CHALLENGE: Before Chantix became a well known way to quit smoking, people were skeptical about its claim to reduce the craving. Unlike the patch or nicotine gum, Chantix gave smokers the willpower to quit, and that sounded too good to be true. That’s why we enlisted real people who quit for good with Chantix to tell their stories. By using actual ex-smokers, we were able to validate Chantix’s claims and make quitting smoking a little more realistic.