Hello I QUIT NOW, Bye Bye Smoking

For the second consecutive year, I QUIT NOW is proud to be the main sponsor of Québec’s most-watched television event: the Bye Bye 2024. The campaign was developed in collaboration with the advertising agency Macadam and the media team at Jungle.

The Bye Bye: the perfect launchpad for a successful new year

“The Bye Bye is an exceptional opportunity to encourage Quebecers to quit smoking or vaping. It’s important to us that they know resources are available to help them, and that I QUIT NOW is one of them,” says Dominique Claveau, Interim Executive Director of the Québec Council on Tobacco and Health (QCTH).

In 2023, we followed Jeanne as she made a resolution year after year to quit smoking and eventually succeeded with I QUIT NOW’s help. For the 2024 advertising campaign, we’ll follow Marie-Ève as she navigates a year filled with countless temptations to start smoking or vaping again.

A Festive and Inspiring Concept

“This advertising concept has two main objectives. On one hand, it captures the festive spirit of the Bye Bye with a light and optimistic tone. On the other hand, it avoids being moralistic, ensuring it resonates effectively with the target audience and fosters thoughtful decision-making,” says Benoît Beauchemin, Senior Partner at Macadam.

“We drew inspiration from the wild, fast-paced montages of filmmaker Guy Ritchie to tell the story of our protagonist’s year in just 30 seconds. We sprinkled in a dynamic soundtrack that enhances the comedic effect of each situation,” adds Stéphane Jean, Designer and Creative Director.

In addition to the TV ad campaign, which will also air online, on social media, and in print, the agencies have amplified its impact through public relations initiatives. The goal is to motivate Quebecers to learn more and quit smoking with the support of I QUIT NOW’s services.