Title | I'm tobacco free 3 |
Agency | Comed |
Campaign | Anti-tabac |
Advertiser | Ministère de la Santé - Luxembourg |
Brand | Ministère de la Santé - Luxembourg |
Date of First Broadcast/Publication | 2013 / 5 |
Business Sector | Public Safety, Health & Hygiene |
Story | This campaign was launched on World no tobacco day in 2013. The briefing asked to advertise in a positive way the gains and advantages of non-smoking. Comed’s solution was to create a participative, interactive campaign with the aim of mobilizing people, especially the youth, around non-smoking. |
Philosophy | This campaign was launched on World no tobacco day in 2013. The briefing asked to advertise in a positive way the gains and advantages of non-smoking. Comed’s solution was to create a participative, interactive campaign with the aim of mobilizing people, especially the youth, around non-smoking. To do so, the campaign was centred on a dedicated website supported by press, radio and tv, billposting and street marketing. During the hot phase of the campaign, visitors of the website could take part in a design competition by submitting their own anti-smoking T-shirt designs. Eventually, the winner’s contribution was printed on T-shirts and sold in a renowned fashion store. A central idea of this campaign was to appropriate the very reasons why people actually start smoking: sociability, independence and rebellion. These very arguments were used to vindicate a healthier and independent lifestyle. |
Media Type | Case Study |
Art Director | Bastien Hebeisen |
Copywriter | Vincent Wilwers |
Creative Director | Charles Nilles |