Mecheros

Para dejar

de fumar

THE RICKY RUBIO FOUNDATION

CAMPAIGN ‘23

our
mission

Create a campaign that raises awareness among GenZ to stop smoking.

Our
SOLUTION

We changed the negative tone that is usually used in anti-smoking campaigns, we made it positive by putting the benefits of quitting smoking in the foreground and we placed these messages on lighters that we handed out amidst young people so that they would circulate among them.

we turned the usual negative messages around:

STORYTELLING

We developed positive texts that managed to catch the attention of the youth while connecting with them. These were presented in a medication-style leaflet that came with the packaging.

WILDPOSTING

We created a series of posters and hanged them around Madrid and Barcelona with the different messages and lighters. The posters also redirected to a landing.

sampling

Campaign film

PRESS CONFERENCE

To present the lighters, we organized a press conference in an event format led by Manel Fuentes and presided over by Ricky Rubio. We invited different media outlets in the sector.