A. C. Camargo - "Earphone"

J. Walter Thompson Brazil

J. Walter Thompson Brazil São Paulo, Brasil

7854

Esse anúncio faz parte da Coleção ACT Responsible

Marca: A. C. Camargo
País: Brasil

Anunciante: A. C. Camargo

Titulo	Earphone
Agência	J. Walter Thompson Brazil
Campanha	Instead of smoking
Anunciante	A. C. Camargo
Marca	A. C. Camargo
Data da primeira Transmissão/Publicação	2016 / 9
Sector Empresarial	Consciencialização social sobre drogas / álcool / tabaco
Legenda	Instead of smoking
História	How to persuade an immortal not to smoke?On the National Fight Against Tobacco Day, A.C.Camargo Cancer Center and JWT Brazilresort to the bizarre to keep teenagers away from the desire to smoke With the goal of highlighting the risks that smoking poses on health, J. Walter Thompson Brazil and A.C.Camargo Cancer Center’s new action for the National Fight Against Tobacco Day resorts to the bizarre to compare cigarettes to disgusting situations. In a well-humored language, the idea is part of the awareness-building campaign aimed at teenagers between the ages of 12 and 18 –who feel almost immortal- and shows that cigarettes can be as weird and hateful as chewing an insole or biting a sponge. For the Superintendent of Business of A.C.Camargo Cancer Center, José Marcelo Amatuzzi de Oliveira, the strategy of the campaign is to allude to elements of the everyday lives of young adults and expose cigarettes as something unnatural, leading to a reflection on this topic. The approach of the action uses this alternative vision, spurring a reflection in a light-hearted way, using a language consumed by this target audience. “The idea is to reach adolescents early on, before they even start to smoke,” explains Luciana Cardoso, Creative Director at J. Walter Thompson. The comparison shows that even things that nobody would do, because they are considered repulsive, are less harmful to your health than cigarettes.
Filosofia	How to persuade an immortal not to smoke?On the National Fight Against Tobacco Day, A.C.Camargo Cancer Center and JWT Brazilresort to the bizarre to keep teenagers away from the desire to smoke With the goal of highlighting the risks that smoking poses on health, J. Walter Thompson Brazil and A.C.Camargo Cancer Center’s new action for the National Fight Against Tobacco Day resorts to the bizarre to compare cigarettes to disgusting situations. In a well-humored language, the idea is part of the awareness-building campaign aimed at teenagers between the ages of 12 and 18 –who feel almost immortal- and shows that cigarettes can be as weird and hateful as chewing an insole or biting a sponge. For the Superintendent of Business of A.C.Camargo Cancer Center, José Marcelo Amatuzzi de Oliveira, the strategy of the campaign is to allude to elements of the everyday lives of young adults and expose cigarettes as something unnatural, leading to a reflection on this topic. The approach of the action uses this alternative vision, spurring a reflection in a light-hearted way, using a language consumed by this target audience. “The idea is to reach adolescents early on, before they even start to smoke,” explains Luciana Cardoso, Creative Director at J. Walter Thompson. The comparison shows that even things that nobody would do, because they are considered repulsive, are less harmful to your health than cigarettes.
Tipo de Mídia	Social Media
Comprimento	37 seconds
Director criativo	Luciana Cardoso
Redator	Luciana Cardoso
Produtor executivo	Fernando Carvalho
Chief Creative Officer	Rodrigo Grau
Director de arte	Thiago Jacon
Fotógrafo	Thiago Jacon
Produtor executivo	André Pinho
Redator	Felipe Ribeiro
Illustrator	Felipe Ribeiro
Chief Creative Officer	Ricardo John
Account Management	Yves Rodrigues
Strategy/Planning	Stella Pirani
Produtora	Marcia Lacaze
Documentary Director	Marcia Lacaze
Account Management	Fábio Bastouly
Director executivo criativo	Humberto Hernandez
Director de arte	Felipe Porto
Editor	Bruno Shintate
Account Management	Enrico Cavalari
Strategy/Planning	Daniela Ryfer
Strategy/Planning	Marcus Pesavento
Pós produção	Nash
Produção musical	Modular Safari