Iggy the ciggy brought shock value and dark humour to highlight the negatives of smoking
Challenge
This was the first anti-smoking campaign to target non-smokers and social smokers. We had a particular focus on Māori and Pasifika young people. This group had little interest in anti-smoking ads – they didn’t see them as relevant. For them, smoking is a social lubricant not an addiction. We needed to entertain them, to reach them where they live (and smoke) and to show the toxic and harmful situationship they find themselves in.
Solution
We created Iggy the Ciggy – the personification of a cigarette. Sleazy, repulsive, destructive, manipulative. We showed the strength of young people in being able to resist the pressures to smoke. This campaign used every possible channel – from Tinder to toilets to TV. Many of the bespoke placements had never been done before.
We continuously evolved the campaign to keep it fresh and relevant. User generated content, competitions and challenges engaged the audience across Aotearoa.
Whakapā mai | Get in touch
We are Hemisphere. We're curious and creative. We're experts in strategy, creative, digital, media and culture. Let's talk about what the Hemisphere difference can mean for you.
Whakapā mai | Get in touch
We are Hemisphere. We're curious and creative. We're experts in strategy, creative, digital, media and culture. Let's talk about what the Hemisphere difference can mean for you.
58-60 Oriental Parade, Te Whanganui-a-Tara Wellington
kiaora@hemisphere.nz
04 384 5994
