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 think 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 of this thought was realised when put in front of a focus group populated with smokers, who looked at each other and wondered which half of the room they were in.
