There was a stat, amongst dozens of stats, buried deep in the brief. It said that half of all smokers will die of a smoking related disease. Seemed kind of obvious at first. But then we thought about smokers. If you’re a smoker, you know other smokers. They could be your wife, your husband, your brother or sister, your best friend, a work colleague you stand outside with on your break having a cheeky fag. If this stat bears out, one of you will end up dead because of cigarettes. The potency os this thought was realised when we put it in front of a focus group populated with smokers, who looked at each other and turned white.