Vitamin Z

Description

The careless throwing away of cigarette butts is taken for granted in our society. “Vitamin Z” draws attention to this invisible environmental problem: The new product “Vitamin Z” is humorously staged as a supplement, advertised at relevant touchpoints for smokers and promises “healthy smoking”. The established Marlboro brand serves as the sender and a credible trigger to arouse interest and curiosity among the target group. The fictitious product is distributed via a pop-up stand and turns out to be an innovative pocket ashtray. This enables easy disposal of cigarette butts and serves as an analogue as well as digital educational medium. In the end, it is not about physically healthy smoking, but about healthy smoking for the environment. The cross-media campaign combines attention, education and practical assistance in a humorous way without being preachy, and is thus intended to motivate behavioral change and greater environmental awareness.