Execution

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.