Getting smokers to quit is no easy task, since they are immune to all the usual messages related to health benefits and the scary imagery on packs.

THE IDEA

Most smokers can’t do cold-turkey, but they might be willing to give up just one cigarette a day and eventually, over the course of a few months, quit for good. To show what amazing things can happen when you give up one cigarette a day, we brought to life all the seemingly impossible things that smokers could experience – from walking to the moon to saving and endangered species.