This campaign for the Barmer GEK health insurance points out the risks of nicotine consumption. The high-impact installation showing how smoking harms the lungs used a tree as a symbol for the green lung of a city. It was redesigned with a particularly eye-catching effect: a wintry sycamore tree was decorated with 150 black balls, symbolising the harmful tar in the pulmonary alveoli. The arrangement of the balls in form of a human lung together with compelling signs at the foot of the tree serves as an appeal to stop smoking at the turn of the year.
Credits
Client:
Barmer GEK, Wuppertal
Design:
serviceplan, Hamburg
head of marketing/advertising:
Alexander Schill
creative direction:
Maik Kaehler, Christoph Nann
art direction:
Savina Mokreva, Manuel Wolff
graphic design:
Maren Wandersleben, Maximilian Kempe, Robert Haehle