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Target audience: Smokers who are ready to quit but need help

SMP: Break your habit with help from Nicabate

Creative idea: ‘Dear John’ break up letters whereby each letter is addressed to big name cigarette brands; Kent, Winston and Nelson.

I chose to create a series of three break up letters, each on different mediums of paper to create a cohesive but stylistic different between each of the three executions. Red is a colour one associates with sacrifice or to stop. Hence the red banner on the bottom creates a space for the tagline to really pop.