The Ask:
According to the Canadia Public Health Association, nicotine smoking among Canadians has fallen by 10% over the last decade and is projected to fall even faster. Poumon Noir need a campaign that solves this CATEGORY problem.
Insight:
During the course of our in-depth research, we made the following observations :
1. Cigarettes make smokers look sexy.
2. The act of having your cigarette lit by someone else is a very intimate moment.
From these observations, we concluded that - To a woman, her cigarette is empowering. And, to a man, she is alluring. And, he will do anything to get her attention.
Idea:
Nothing is sexier than a woman waiting for her cigarette to be lit. So how can we, light her fire?
Taking the Poumon Noir’s noir sensibility into account, we decided to travel back in time and be inspired by 1950s imagery and come up with a controversial campaign that will definitely catch eyeballs.
