Sleezy, ugly, and completely intrusive. What comes to mind? Well, following our Smokefree NZ campaign, we’d put our money on cigarettes being high on anyone’s list. Iggy the ciggy is the epitome of that friend or partner you just wouldn’t bring home to meet the whānau. So, what better way to communicate that than to personify the experience?

Our approach saw Iggy everywhere you would see a cigarette. On TV screens, laying on pedestrian crossings, and even smeared across urinals, this campaign was the symphony created by our creative, media, and digital orchestra.

And Iggy has stood the test of time. Encouraging a ‘cig-nificant’ impact and generational change in NZ’s smoking rates, this was one for the ages.