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We motivated smokers to think about the consequences of their bad habit,  without causing fear and guilt. In an empathic and sympathetic way, we just helped them to understand how their smoking prevents them from experiencing many memorable moments fuller and more intense. And to say to them that we have a solution that does not require a waiver.


Creatives: Nemanja Stanković i Nenad Dodić
Creative Director: Vladimir Ćosić i Jana Savić Rastovac
Strategic Planner: Katarina Pribićević
Account: Dušan Ćamilović i Bojan Ninković
Production: Le Spot
Director: Mina Đukić