Ministry of Health
Communication
“Those who don’t smoke live a fairytale”
A social message behind a laugh
was communicated through a direct, effective, and accessible message, thanks to intelligent irony and a charismatic spokesperson: Nino Frassica.
| Client: | Ministero della Salute |
| Year: | 2018 |
The goal was to encourage reflection and emulation through the creative use of humor. In the commercial’s sketches, fairy tale characters face the negative consequences of smoking, while “Professor Nino” offers them a simple yet revolutionary piece of advice: stop smoking.
Multi-subject strategy and widespread distribution
The campaign was designed to reach a broad and diverse audience, with a particular focus on young people and social media users. It was distributed across TV, radio, web, and social media, with planning that included major national broadcasters.
The TV commercial captured attention with its surreal comedy, while on social media, the campaign went viral, generating significant engagement and amplifying the educational message.
2019
Those who don’t smoke live a fairytale was recognized with the Agorà Award for Best TV Commercial. A milestone that highlights the strength of the concept and the effectiveness of the communication strategy..
Credits
Direction
Ascanio Malgarini & Christian Bisceglia
Photography Direction
Luca Santini
Producing
Raffaella Transerici
Video editing
Roberto Lattanzi
Special Make-Up
Makinarium
contattaci
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