This pitch-winning idea made a national event personal, with 28 days of support via videos and texts which Matt wrote with the comedians, all based on what quitters would go through psychologically and physically each day. Instead of one big TV ad, there were 15 short ones.
A quarter of a million sign-ups • IPA Effectiveness Gold • Discussed on ITV News, This Morning and Loose Women
A few of the TV spots
Some of the content smokers received
RADIO
Role: Creative/Writer
Agency: M&C Saatchi
Director: Victoria Pile
Production: Sneezing Tree