The first campaign aimed at highlighting the difference between Chronic Obstructive Pulmonary Disease (typically resulting from years of smoking cigarettes) and asthma. These are three different approaches (pre-launch, unbranded, and launch) to the same brief: talk smoking without showing smoking (tell, don’t show).
The second campaign was the opposite: show smoking but not the cigarettes. It was very graphic and differed from the usual happy smiling patient advertising associated with healthcare products.
A similar third campaign idea showed smoking but using the cigarette; as the cigarette goes down so does your lung function. With these three distinctive approaches, we won the pitch.