Humanitas Cancer Center Outdoor, Case study Smok-Ink - The Project by TBWA\ Milan

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Smok-Ink - The Project

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Industry Anti-smoking
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Italy
Agency TBWA\ Milan
Art Director Moreno De Turco
Copywriter Mirco Pagano
Digital Creative Director Michele La Fiandra
Production First Floor Under
Producer Federico Fornasari
Released July 2014


Epica Awards 2014
Outdoor Illustration Gold
Media Innovation Media Innovation - Alternative Media Bronze

Credits & Description

Smok-Ink project for Humanitas Hospital. 4000 cigarettes, 5 liters of ink, 60 mq of canvas. Enter inside smoker's lungs.
Find more about the exhibit and the opera on
Agency: First Floor Under (TBWA\Italia, Milan)
Client: Humanitas Cancer Center
Advertiser: Humanitas Hospital and Cancer Center
Executive Creative Directors: Francesco Guerrera, Nicola Lampugnani
Authors and Curators: Moreno De Turco, Mirco Pagano
Art Director: Moreno De Turco
Copywriter: Mirco Pagano
Artist: Gionata "Ozmo" Gesi
Assitent (artist): Mattia Turco
Producer: Federico Fornasari
Calligrapher: Virginia Ottina
Account executive: Marianna Capua
Digital Creative Director: Michele La Fiandra
Web Developer: Chiara Villotta
Art Director Digital: Federico Gatto
Production Company: First Floor Under
Experience Design: Dadomani Studio
Video Maker: Flash Factory
Music: Sheldon Cooper