European Commission Design & Branding EX-SMOKERS ARE UNSTOPPABLE by Saatchi & Saatchi Brussels

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EX-SMOKERS ARE UNSTOPPABLE

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Industry Anti-smoking
Media Design & Branding
Market Belgium
Agency Saatchi & Saatchi Brussels
Creative Director Alexander Cha'ban, Jan Teulingkx
Creative Bouke Zoete, Stijn Klaver, Ross Mccurrach, Arnaud Bailly
Released June 2011

Awards

Effie Awards 2012
The Winner General Healthcare & OTC Products Gold
The Winner - Best innovative use of print Award

Credits & Description

Category: Charities & Not For Profit
Advertiser: EUROPEAN COMMISSION
Product/Service: ANTI-SMOKING CAMPAIGN
Agency: SAATCHI & SAATCHI BRUSSELS
Creative Director: Jan Teulingkx (Saatchi & Saatchi Brussels)
Creative Director: Alexander Cha'ban (Saatchi & Saatchi Brussels)
Account Director: Karen Smessaert (Saatchi & Saatchi Brussels)
Account Manager: Niki Peeters (Saatchi & Saatchi Brussels)
Account Manager: Catherine De Block (Saatchi & Saatchi Brussels)
Account Executive: Anouk Curvers (Saatchi & Saatchi Brussels)
Creative: Stijn Klaver (Saatchi & Saatchi Brussels)
Creative: Bouke Zoete (Saatchi & Saatchi Brussels)
Creative: Ross McCurrach (Saatchi & Saatchi Brussels)
Creative: Arnaud Bailly (Saatchi & Saatchi Brussels)
Online Designer: Marlies Deforche (Saatchi & Saatchi Brussels)
Graphic Designer: Davy Dooms (Saatchi & Saatchi Brussels)
Art Buyer: Gaëlle Haesaert (Saatchi & Saatchi Brussels)
Head Of Production: Christ Lannoy (Saatchi & Saatchi Brussels)
Media placement: Identity Guidelines poster - 520 posters dispatched to partners and third parties involved in the campaign and available in digit - 16 June 2011
Media placement: Coffee table books - Public Relations tool - 14 September 2011
Media placement: Direct mailing of a toolbox with branded material to General Managers or Human Resources Managers of - 700 toolboxes sent to 50 big companies in 15 countries. 53 toolboxes sent to other DGs within the Eu - 1 September 2011
Media placement: Truck event stand - At events in: - Germany - Austria - Poland - Italy - Ireland - Greece - 25 September 2011
Media placement: Gadgets; stressballs, mints, fitness bottles, snapbands, headbands, wristbands, ponchos. - Handed out at all events, seperate or in a giftbag. - 16 January 2012
Media placement: Running shirts - Event 20km of Brussels – 1700 personnel of European Commission will run in this shirt. - 25 September 2011
Media placement: Consumer information leaflets (22 language/country versions) & Ex-smoker ambassador stories leaflets - Consumer information leaflets :In direct mailing toolbox and handed out at all events. Ex-smokers am - 16 june 2011
Media placement: USBcards - In direct mailing toolbox and handed out at PR events - 1 September 2011
Media placement: iCoach – free online stop smoking tool (30 language/country versions) - Internet - Website - 15 June 2011
Describe the brief from the client
The ‘Ex-smokers are unstoppable’ campaign was set up to encourage Europeans to stop smoking. Unlike other anti-tobacco campaigns which concentrate solely on communicating the dangers of smoking, the ‘Unstoppable’ campaign focuses on the mental, physical and financial benefits of life as an ex-smoker. Through this positive approach, we wanted to reach as many people as possible. And what better way to do that than by creating a recognisable and eye-catching visual identity. When a visual identity is instantly recognisable, it strengthens public awareness.
Describe the challenges and key objectives
Creating a logo suitable for a campaign spread across all 27 EU Member States was not easy, to say the least. In fact, it was a real challenge to create a logo able to fit all nations without favouring any one in particular. The logo had to empower all Europeans, so that they would find inspiration, strength and support during the different stages of the campaign. There had to be a positive message in the logo, and it was very important that the logo could work in a full range of communication products and media.
Describe how you arrived at the final design
We succeeded in creating a logo which was suitable for all the 27 EU Member States without showing any favours. The black in combination with the vibrant yellow gives the logo a fresh but confident look and feel (just like our ex-smokers). A typographical element symbolises both the end of a period and the start of a new one. The style radiates a positive atmosphere and is very recognisable and easy to use across all communication products and media.
Give some indication of how successful the outcome was in the market
The design of the logo has proved successful across all markets because it works in every language without favouring any one nation. In fact, it has fitted into and worked in every channel. In total, this campaign has already reached more than 347m adult Europeans. An official post-test has shown that 32.2% of the campaign’s target group (European smokers between the age of 18 and 34 years) stated that they have seen at least one version of the campaign, which can definitely be partially attributed to the eye-catching and recognisable logo.