SIMON JOHNSON • CREATIVE DIRECTOR

PMI: Hold My Light

At Grey London we were instrumental in writing the strategy to HELP THE BIGGEST CIGARETTE COMPANY IN THE WORLD GIVE UP SMOKING… Moving people on to healthier alternatives like IQOS and vapes saves millions of lives.  Along with the print ads and experiential events. HOLD MY LIGHT was a big social activation which encourages people to give up with a little help from their friends…