Niquitin Design & Branding ONE YEAR WITHOUT SMOKING by TBWA\ Milan

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ONE YEAR WITHOUT SMOKING

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market Italy
Agency TBWA\ Milan
Executive Creative Director Nicola Lampugnani, Paolo Troilo - Francesco Guerrera
Creative Director Hugo Gallardo Dominguez
Art Director Luciano Marchetti
Copywriter Mirco Pagano
Photographer Luca Fontana
Released January 2012

Credits & Description

Category: Calendars
Advertiser: GLAXOSMITHKLINE
Product/Service: NIQUITIN
Agency: TBWA\ITALIA
Executive Creative Director: Nicola Lampugnani (TBWA\Italy)
Executive Creative Director: Francesco Guerrera (TBWA\Italy)
Creative Director: Hugo Gallardo Dominguez (TBWA\Italy)
Art Director: Luciano Marchetti (TBWA\Italy)
Copywriter: Mirco Pagano (TBWA\Italy)
Photographer: Luca Fontana (First Floor Under)
Project Manager: Diletta Carminati (TBWA\Italy)
Creative Service Director: Valerio Minestra (TBWA\Italy)
Production Technician: Riccardo Giannetti (Litogida)
Media placement: Dimensional Mailing \ Calendar - 10 Mailings Distributed To Sample Group - 1 January 2012

Describe the brief from the client
We have to create a gift for people who start using our products to quit smoking.

Describe the challenges and key objectives
NiQuitin Mini helps smokers to quit, day by day, by replacing 1 cigarette at a time. The gift should work as a motivational aid for people in this daily process.

Describe how you arrived at the final design
Smoking is like a prison. When people try to quit, they often help themselves, counting the days.
For this reason we have created a calendar that help people to motivate themselves in their daily fight against smoking, by using the language of the prisoners. So they can delete every day the cigarette they didn't smoke thanks to our product, and can motivate themselves, watching the days go without smoking. At the end of the year, they have something to be proud of: a blank calendar, a symbol of the ‘none’ smoked cigarettes in the past year.

Give some indication of how successful the outcome was in the market
The calendar has been tested on a small scale this year and has had very good results. The client has already requested a version for 2013.