Smoke signals

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bcg2 has launched a new campaign for Champix that highlights the costs – and the endless delights smokers could afford if they gave up.

“The insight for this latest Champix creative is that the people who can least afford it are the ones who waste the most cash on cigarettes: expressed as ‘Smoking costs a packet’,” says bcg2 strategy & planning director Abe Dew.

“The creative makes the real life costs to smokers more tangible by drawing attention to the daily, monthly and annual back-pocket costs of the habit to our audience.”

Channels used are radio (three versions), street posters (three executions) and digital banners.



Client: Debbie Billcliff. Portfolio Manager, Pfizer NZ
Agency: bcg2
Account Service: Stuart Ogden (General Manager bcg2 HEALTH),
Account Service: Natalie Wright (Account Director bcg2 HEALTH)
Planning: Abe Dew – Director Strategy & Planning
Copywriter: Philip Parsonage
Art Director: Marc Chetcuti
Creative Director: Robin Powell
CEO/ECD: James Blackwood – CEO & ECD

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