Arrête donc!
Client: J'arrête
Advertising
B2C
Gov./Asso.
I QUIT NOW supports those who want to quit smoking and vaping through three services: by phone, in person, and online. Centered around the symbol of a cigarette broken in half, the evolution of the brand’s image became necessary due to the inclusion of vaping products and other derivatives.
The new Arrête donc! campaign was launched by the Quebec Council on Tobacco and Health in collaboration with Macadam and the media agency Jungle. It is broadcast everywhere: on TV, online, and on social media. The goal? To make I QUIT NOW services the go-to choice for people looking to quit smoking or vaping
A light and catchy tone
With humor and without judgment, the two 30- and 15-second ads play on the repetition of the word ‘Arrête’ to create situations that are both funny and touching. The ads feature characters reacting positively in their everyday lives, leading up to the final reveal: someone proudly announcing that they have quit smoking or vaping.
It’s more than just a smile
Beyond trying to catch the viewer’s attention with a smile, the Arrête donc! campaign aims to help smokers and vapers see themselves in these situations and take action as well. As the main character says: ‘I’m telling you, I quit 4 months ago!
