SOCIAL . DIGITAL . CAMPAIGN
Wunderman Thompson . Creative Director . 2019 - 2020
ECD: Cass Zawadowski . ACD Copywriter: Karen Oakley . Copywriter: CJ Bosco . Art Directors: Marlene Saunders, Jill Smith, Cayman Robinson, Phoenix Devereax
As a challenger brand trailing Nicorette, Thrive gum needs to find a new angle to smoke cessation.
For younger millennials, quitting smoking sometimes feels like you are giving up a part of who you are. There's a fear that you won't have the same friends or be able to enjoy a lot of the same activities as you used to.
What we did:
We created a campaign that focused how Thrive can help you get through your cravings so that you be you.
OLV & Social