GOOD LUCK/GOOD QUITTING

TitleGOOD LUCK/GOOD QUITTING
BrandPFIZER HONG KONG
Product / ServiceCHAMPIX
CategoryB04. Public Service, Charity & Fund Raising
EntrantTRIBAL DDB HONG KONG, HONG KONG
Entrant Company:TRIBAL DDB HONG KONG, HONG KONG
Advertising/Web Design Agency:TRIBAL DDB HONG KONG, HONG KONG

Credits

Credits

Name Company Position
Tim Cheng Tribal DDB hong Kong Executive Creative Director
Jamal Hamidi Tribal DDB hong Kong Creative Director/Copywriter
Tammy Foo Tribal DDB hong Kong Copywriter
Dido Chow Tribal DDB hong Kong Art Director
Gary lLaw Tribal DDB hong Kong Designer
Ringo Fai Tribal DDB hong Kong Account Manager
Dickson Mok Tribal DDB hong Kong Account Director
Eric Phu Tribal DDB hong Kong Strategist/managing Director

Brief Explanation

People start smoking because of their peers. What if we could get them to stop for the same reason? Every anti-smoking campaign talks to smokers. To support Pfizer’s smoking cessation program, we decided to talk to the people around them. We created a platform so that Facebook users could band together and create their own individually targeted anti-smoking movement, aimed at one single, individual, smoker friend. What if you could get people to stop smoking by using those very same social pressures? What if you could bring the power of an entire peer group to focus on one smoker? To drive usage of Pfizer’s smoking cessation aid Champix, we created a platform so that Facebook users could do just that. Users could band together and create their own individually targeted anti-smoking movement, aimed at one single, individual, smoker friend.