Created for Feel Good Suffolk, this film formed part of a wider stop smoking campaign. The concept intentionally drew on the momentum around Ipswich Town F.C. and their recent promotion to the Premier League, using that cultural moment as a creative hook.

The piece was designed to misdirect viewers into thinking they were watching a football-led celebration, before revealing its true focus on quitting smoking. As part of a broader integrated campaign spanning print, radio and paid media, the video helped cut through with a timely, locally resonant idea.