DEATH IN THE MIRROR by Serviceplan Munich for GLÜCKLICHER NICHTRAUCHER NACH MEHLHORN

DEATH IN THE MIRROR

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Industry Anti-smoking
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Executive Creative Director Ekki Frenkler, Matthias Harbeck
Art Director Stefanie Louda
Copywriter Frank Seiler
Photographer Alan Grund
Account Supervisor Sandra Stern, Corinna Lauerer, Jochen Lenhard
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: GLÜCKLICHER NICHTRAUCHER NACH MEHLHORN
Product/Service: NON SMOKING SEMINAR
Agency: SERVICEPLAN
Date of First Appearance: Mar 22 2011
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck/Ekki Frenkler
Copywriter: Frank Seiler
Art Director: Stefanie Louda
Account Supervisor: Sandra Stern/Corinna Lauerer/Jochen Lenhard
Graphic Design: Franz Röppischer/Michael Haggenmüller
Screendesign: Jakub Moravek
Photographer: Alan Grund
Camera: Bernd Hillemeier
Offline: Peter Kirschbaum
Media placement: Life-Act - Life-Act - 22.03.2011

Insights, Strategy & the Idea
As part of their anti-smoking programme, www.Glücklicher-Nichtraucher.de (translation: lucky non-smokers) came to us to advertise their effective weaning seminars. The fact is, however, that it’s hard to appeal to smokers and get them to quit the habit. First, because it's just so hard to stop smoking. Second, because they choose to ignore the consequences of their actions. For this reason, we decided to confront them with the most radical consequence: Death. Followed by a simple, but effective prompt to help them wean themselves off: www.Glücklicher-Nichtraucher.de

Creative Execution
We built designated smoking areas at various airports for smokers to relax comfortably while they waited. We placed a mirror next to the ashtrays, in which the smokers could see themselves. The mirror, however, was an intelligent, interactive screen. It was semi-transparent, with a display set up behind it. Every time a smoker lit up a cigarette, a – motion-activated – film would project a moving “Grim Reaper” next to the smoker’s reflection. Death itself was suddenly standing right by the smoker. A prompt appeared then, reading “Stop Smoking!”, as well as a link to www.Glücklicher-Nichtraucher.de

Results and Effectiveness
Many smokers at the highly frequented airports used our designated smoking area, only to be surprised by the sudden appearance of Death itself next to them. The campaign triggered various reactions, but left no one indifferent. Most smokers took one of the provided business cards for Glücklicher-Nichtraucher.de (lucky non-smokers). Following the campaign, visitors to the website doubled and the number of new registrations for the anti-smoking seminars rose by 30%.