| Title | NO SMOKILL |
| Brand | LILT |
| Product/Service | ANTI-SMOKING CAMPAIGN |
| Category |
B04. Posters |
|
Entrant
|
TBWA\ITALIA Milan, ITALY
|
|
Idea Creation
|
TBWA\ITALIA Milan, ITALY
|
|
Production
|
TREES HOME Milan, ITALY
|
Credits
| Nicola Lampugnani |
TBWA\ITALIA |
Chief Creative Officer |
| Gigi Pasquinelli |
TBWA\ITALIA |
Senior Art Director |
| Lorenza Pellegri |
TBWA\ITALIA |
Creative Supervisor |
| Giorgia Ricciardi |
TBWA\ITALIA |
Account Manager |
| Ivan Donadello |
Trees Home |
Producer |
| Samuele Dalò |
Trees Home |
Film Maker |
| Marco Roccabella |
Trees Home |
Editor |
The Campaign
Our idea.
If cigarettes are lethal weapons, what better place than a shooting range to spread our message?
We designed bullseyes with the shapes of a heart and a pair of lungs and we used them to replace the official targets of the Milan Shooting Range.
The message beside the visual said: EVERY TIME YOU LIGHT A CIGARETTE, YOU SHOOT YOURSELF.
On May 31st, during the World No Tobacco Day, the unaware shooters fired at our bullseyes.
In the following days the shot up targets were hand glued one by one and turned into special OOH posters, each one a unique piece.
Creative Execution
Execution.
Through a graphical restyling of the official targets of the shooting range, the anatomical drawings of hearts and lungs enclose the typical concentric circles of the bullseyes.
The redesign is not visible at shooting distance, and the shooter find out what they fired at only after they recover the targets to check their scores.
The shot up targets were then hand glued one by one and turned into special OOH posters, each one made an absolutely unique piece by the different bullet holes through the hearts and lungs.
Indication of how successful the outcome was in the market
The results.
With "No SmoKill" the Italian Cancer League (LILT) found a new, relevant way to bring the general attention to an extremely critical issue that had been dulled by decades of public service campaigns: "Smoking kills".
Our strategy.
Showing how lighting a cigarette is an act of violence against ourselves. Literally.
Target Audience.
We involved two target audiences.
1 . The shooters from the Milan Shooting Range, the place where we chose to deploy our re-designed bullseyes.
2 . The citizens/visitors of Milan, the city where the shot bullseyes were used as OOH posters.