Nicorette wanted to revamp their website. We dug deep into behavioural science to find out what makes every quit successful, and why people fail. We realised that the decision to quit is made every second of every day. So we created a website that mirrored people’s everyday struggles, and served just the right content at the right time, in the form of either a distraction from smoking, or an encouragement to stay on course.

Role: Lead creative team