| Title | SMOK-INK |
| Brand | HUMANITAS HOSPITAL AND CANCER CENTER |
| Product/Service | SMOKING PREVENTION |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
TBWA\ITALIA Milan, ITALY
|
|
Contributing Company
|
TBWA\ITALIA Milan, ITALY
|
|
Production Company
|
FIRST FLOOR UNDER Milan, ITALY
|
Credits
| Nicola Lampugnani |
TBWA/Italy |
Executive Creative Director |
| Francesco Guerrera |
TBWA/Italy |
Executive Creative Director |
| Mirco Pagano |
TBWA/Italy |
Copywriter |
| Moreno De Turco |
TBWA/Italy |
Art Director |
| Federico Fornasari |
TBWA/Italy |
Agency Producer |
| Gionata “ozmo” Gesi |
|
Artist |
| Mattia Turco |
|
Artist Assistant |
| Marianna Capua |
TBWA/Italy |
Account Executive |
| Virginia Ottina |
TBWA/Italy |
Calligrapher |
| Michele La Fiandra |
TBWA/Italy |
Digital Creative Director |
| Federico Gatto |
TBWA/Italy |
Digital Art Director |
| Chiara Villotta |
TBWA/Italy |
Web Developer |
| Sheldon Cooper |
Human Touch |
Music Artist |
| Flash Factory |
Flash Factory |
Video Maker |
| Dadomani Studio |
Dadomani Studio |
Experience Design |
The Campaign
We don't have any info about the current situation around Branded Entertainment, for this
project.
We can say that it's hard for a hospital assert itself about prevention, in particular with teens.
Results
Humanitas is an important hospital and a research facility that every year invests in smoking
prevention.
They gave us data and medical researches on smoking, and ask us to make teens aware on
smoking risks, through an innovative and involving way.
90% of italian smokers started when they were teens, because in our country smoking is cool
and is a way to being accepted by friends. The challenge was to prevent teens from starting
smoking, by demonstrating them what they are going to do to their bodies, in an effective and
shocking way, because they don't pay attention to anyone.
We had four thousand cigarettes smoked through a vacuum machine, that filtered the chemicals
into water. The result was a black liquid that we used as ink to paint a unique exhibit. In order to
get teens attention we re-elaborated medical charts with the most iconic images from art history
and we used artistic metaphores to easily explain them complex concepts. The exhibit has been
designed to be a sensorial experience: thanks to its shape we made teens feel like they were
inside smokers lungs, and thanks to the special ink, we made them smell the damages.
Over 50 schools and 3000 students came to visit the exhibit in Humanitas as well as the 5000
daily hospital visitors, thanks to invitations. After the first phase, the exhibit was replicated
several times in two different locations:
during the Milan Design Week with free entrance, and in Tenaris for its 3000 employees.
Over 50 schools visits, 90.000 new visitors in Humanitas hospital, 4.000 workers in Tenaris Dalmine, over 1.000 in the opening during the Design Week in Milan, 25 most famous italian newspaper and 3 TV news. 160 blogs.
The exhibit, born only for teens, became an interesting experience for every age smokers and was already replicated three times until now.