#cambiagesto

INFO

Collaboration with h+ studio on the development of the visual identity, billboard and gadgets design of the environmental awareness campaign #CAMBIAGESTO, promoted by Philip Morris Italia starting in summer 2019.

The campaign aims to encourage responsible behavior among smokers with regard to cigarette butts pollution through a multi-stage territorial domination tour, featuring a variety of urban interventions—from green graffiti and large die-cut installations that communicate through shadows, to posters, totems, and postcards—along with the distribution of thousands of portable ashtrays to be emptied into dedicated collection points.

The message is conveyed through a clear and immediate graphic language, defined by complementary colors and a coherent visual system, applied across multiple media and formats—from a bold, engaging territorial presence to an informational web platform aligned with the campaign’s identity.