The genesis of the Smoke Free Sheffield initiative emerged from collaborative efforts between Diva Creative and South Yorkshire local authorities, aiming to address smoking's lesser-known negative impacts on mental wellbeing.

The campaign required swift execution, with the production team assembling cast, location, and specialised equipment within an extraordinarily compressed timeframe.

Despite these challenges, the creative team delivered a visually striking advertisement that resonated deeply with viewers across South Yorkshire.

Diva Creative introduced the powerful conceptual framework of the "cycle of addiction" and "cycle of stress" – terms that would ultimately shape the entire visual direction of the advertisement. These phrases encapsulated the repetitive, inescapable nature of nicotine dependency that many smokers experience, providing Alchemy with a metaphorical foundation that could be translated into compelling visual storytelling.

The technical ingenuity behind the revolving room concept involved adapting industrial equipment for domestic settings and solving complex lighting challenges to maintain the seamless visual effect. This approach enabled the team to physically represent the psychological cycle of stress and addiction that many smokers experience.

Post-campaign analysis revealed exceptional engagement metrics for a local campaign, with over 22,000 relevant view-throughs on ITVX and survey results indicating that 100% of participants would consider contacting smoking cessation services or discussing quitting with loved ones—demonstrating the advertisement's powerful impact on public health awareness in the region.