QUIT Victoria, a program of Cancer Council Victoria, is one of the highest profile social marketers in Australia.

In a move away from traditional anti-smoking imagery, this mass media public education project was QUIT Victoria's first ever animated campaign about how to quit smoking for good.

The hand-drawn piece follows the narrator's description of various smoking triggers and how to deal with them.

The client chose animation to stand out from the crowd, so we focused on the expressive little details that animation makes possible—a twitching eye here and a thinking pout there—to bring these characters to life for the viewer, making the content all the more relatable and memorable.