| Title | NO SMOKILL |
| Brand | LILT |
| Product/Service | ANTI-SMOKING CAMPAIGN |
| Category |
B01. Education & Awareness (incl. Fundraising and Advocacy) |
|
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 |
Brief Explanation
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.
English Translation of Main Headlines
Headline: "EVERY TIME YOU LIGHT A CIGARETTE, YOU SHOOT YOURSELF."
Baseline: "May 31st 2016. World No Tobacco Day"