Titulo | Sponge |
Agência | J. Walter Thompson Brazil |
Campanha | Instead of smoking |
Anunciante | A. C. Camargo |
Marca | A. C. Camargo |
Posted | Setembro 2016 |
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 | 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. |
Problema | How to persuade teenagers -who feel immortal- not to smoke? |
Tipo de Mídia | Social Media |
Comprimento | |
Chief Creative Officer | Ricardo John |
Chief Creative Officer | Rodrigo Grau |
Director executivo criativo | Humberto Hernandez |
Director criativo | Luciana Cardoso |
Director de arte | Thiago Jacon |
Director de arte | Felipe Porto |
Redator | Felipe Ribeiro |
Redator | Luciana Cardoso |
Illustrator | Felipe Ribeiro |
Fotógrafo | Thiago Jacon |
Produtora | Marcia Lacaze |
Documentary Director | Marcia Lacaze |
Produtor executivo | André Pinho |
Produtor executivo | Fernando Carvalho |
Editor | Bruno Shintate |
Produção musical | Modular Safari |
Pós produção | Nash |
Account Management | Yves Rodrigues |
Account Management | Fábio Bastouly |
Account Management | Enrico Cavalari |
Strategy/Planning | Stella Pirani |
Strategy/Planning | Daniela Ryfer |
Strategy/Planning | Marcus Pesavento |