Cannes Lions

HEALTH INSURANCE

SERVICEPLAN HEALTH & LIFE , Munchen / AOK HEALTH INSURANCE / 2011

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Presentation Image

Overview

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Credits

Overview

Description

Create a spectacular, high-quality calendar to promote the online non-smoking-program from AOK Health Insurance – www.ich-werde-nichtraucher.de

Execution

The art calendar was made from high quality paper, each month showing a black pair of smoker’s lungs. Using an innovative laser technology, the lungs have a filigree pattern cut out of them making the underlying pages also visible. With eachpassing month, as the pages are removed, the lungs become lighter and lighter until, in December, the lungs are almost clear. Our message: a year without cigarettes and your lungs can breathe again.

Outcome

Overwhelming feedback from the target group! Some of the people stopped smoking immediately.

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