Title | FATHER AND SON |
Brand | JOHNSON & JOHNSON |
Product / Service | NICORETTE |
Category | A06. Self Promotion |
Entrant | BBDO INDIA Gurgaon, INDIA |
Entrant Company: | BBDO INDIA Gurgaon, INDIA |
Design/Advertising Agency: | BBDO INDIA Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO India | Chairman & Chief Creative Officer |
Rajdeepak Das | BBDO India | Executive Creative Director |
Josy Paul | BBDO India | Creative Director |
Rajdeepak Das | BBDO India | Creative Director |
Josy Paul | BBDO India | Copywriter |
Rajdeepak Das | BBDO India | Copywriter |
Nawin Nandakumar | BBDO India | Copywriter |
Joy Agarwal | BBDO India | Copywriter |
Nawin Nandakumar | BBDO India | Art Director |
Joy Agarwal | BBDO India | Art Director |
Manasi Sankhe | BBDO India | Art Director |
Deepali Parab | Art Director | |
Saki Surte | Art Director | |
Rajdeepak Das | BBDO India | Art Director |
Keegan D'Mello | BBDO India | Client Servicing |
Mihir Kothari | Photographer | |
Gautam Suri | Johnson & Johnson | General Manager, OTC, Consumer Products |
Sachin Bhere | Retouch Artist | |
Sandeep Barge | Photographer |
Research showed more than 70% of smokers have tried to give up smoking unsuccessfully. Every smoker knows how difficult it is to give up smoking. All they need is a powerful trigger. And a little help from Nicorette, which doubles their chances to quit smoking. The biggest trigger for a smoker to quit is when he sees how his smoking can affect his children. We designed a series of special 'Father and Son' ashtrays, placed it at cafes and pubs. When the smoker placed his cigarette in the ashtray, the father inhales and the smoke comes out of the son's mouth.
The task was to inform smokers of an initiative by the Indian Government and Nicorette that can help them quit.
We designed a series of special 'father and son' ashtrays and placed it at outdoor cafes and outside pubs where smokers hang out. When the smoker placed his cigarette in the ashtray, the father inhales and the smoke comes out of the son's mouth. We commissioned various sculptors and tribal artists to create these ashtrays. The ashtrays, visually and dramatically, demonstrated that you never smoke alone. It served as a highly emotional trigger to quit. A message at the back told him that Nicorette doubled his chances to quit smoking.
The Father-and-Son Ashtrays were part of a larger campaign for Nicorette's smoke cessation drive. Together with the ashtrays, it exceeded all marketing expectations. The six month sales target for Nicorette was met in just one month. The ashtrays are in much demand and are now being sold in popular art and craft stores in India.