Integrated Campaign for Lung Cancer Day - McCann (Madrid)

  • Angel Tejeda
Client: Bristol-Myers Squibb
Brief: How to engage the target audience and promote awareness about a negative topic?
Insight: Good always defeats Evil... with the right tools.
Concept: Fight the lung cancer against the ropes.
​Campaign run: November 2018
Role: Art Direction, Graphic Design
A boxing ring was installed in Plaza Callao, in the center of Madrid.
Three famous Spanish celebrities joined the event where pedestrians were invited to "fight lung cancer"
by punching and kicking the malignant cells while they appeared on the plaza's big display.
The Team
Web design:
T-Shirts Design
Campaign photos