Philip Morris International had come up with Hold my Light, a concept that encouraged people to give up smoking, and asked us to collaborate. We helped bring the idea to life in digital and print and deliver it in markets around the world.

A bold identity for a big step

Hold my Light was all about using the incentive of rewards from friends to motivate people to achieve their goals and eventually go smoke free. We created a bold visual identity for the campaign that was eye-catching and recognisable, wherever it appeared. We also created the central website, home of the gamified experience where smokers could set their goals, and friends could log rewards.

Going global with a powerful message

We also took care of production for all Hold my Light campaign assets. Making sure that creative was impactful and consistent across OOH, press, digital and other channels, we delivered all assets to the very highest quality, in just four months.

Starting as we mean to go on

Thousands of people hoping to break the habit signed up for the website and the Hold my Light campaign generated press coverage around the world. It was also the start of our work with PMI, demonstrating our capabilities and paving the way for many more projects to come.