Concept & Copy

Cool Without Smoking pt.1

We replaced cigarettes with lollipops. Because if you can look just as cool with a lollipop in your mouth as you can with a cigarette, then it’s not the cigarette that makes the difference – it’s who you are.

We created buzz about lollipops by placing them in the mouths of celebrities without telling anyone why. Once young people and the media caught on we released a campaign with a subtle message: cool without smoking.

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Case video

Print & OOH

Print & OOH

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