The campaign's concept was centered around creating posters that showcase the closeness of Iqos to nature and convey the notion that Iqos serves as a better alternative for both health and the environment.

No ash With alternatives to smoking there is no ash that not only smells but also pollutes your surroundings. No combustion Nicotine is not the main cause of smoking-related diseases. Harmful substances caused by combustion cause the greatest damage to health. Non-combusted alternatives normally heat nicotine containing products up to a much lower temperature compared to combustion.