Break the Habit | DHSC (spec)

Getting people excited to quit

Quitting smoking isn’t very fun when you're focused on how difficult it’s going to be.

But within a few weeks of having stopped, improved circulation and lung function mean you can take to life with more gusto!

We took that to mean vigorous, sporty things like taekwondo, karate or cricket, so we could show literal kicking and breaking of the habit.

Now that's exciting!

Copywriter: Shaun Wood

Art Direction: Christopher Medford

Creative Direction: Tom Kennedy