Chantix
Slow Turkey

CLIENT: Chantix

ART DIRECTION: Aliza Roth
COPYWRITER: Haley Jackson
ECDs: John Bollinger & Bob Pirrmann
AGENCY: VMLY&R

RESPONSIBILITIES: 
Concept Development, Art Direction

95% of smokers who try to quit “cold turkey” are unsuccessful, that’s where Chantix’s slow-turkey comes into play. The campaign encouraged smokers to quit slowly with a flexible quit approach. The results? A super successful campaign, Pfizer’s revenue increased by 13%, and a whole lot of happy lungs.