Nicorette® FIFA

Bringing quit-smoking motivation to life through AI-powered storytelling

For this Nicorette® campaign, EMG developed a fully AI-generated DOOH video created in conjunction with the excitement of FIFA.

The objective was simple: tap into the energy, passion and high-attention environment surrounding football to deliver Nicorette®’s quit-smoking message in a way that felt timely, dynamic and memorable. Rather than relying on a conventional static execution, we used AI-generated video to create a more striking visual experience for digital out-of-home screens.

The creative approach drew from the adrenaline and focus associated with football, translating that energy into a message about commitment, self-control and taking the first step towards quitting. By placing the campaign within a culturally relevant sporting moment, Nicorette® was able to show up in a way that felt current and attention-grabbing.

Through EMG’s balance of love and logic, the campaign paired emotional relevance with executional efficiency. The football context created immediate resonance, while the AI-led production approach allowed us to deliver visually engaging content in a fast, modern and flexible way.

Though modest in scale, the project demonstrated EMG’s ability to combine emerging creative technology, motion content development and brand storytelling to produce a contemporary healthcare communication asset.