| Titolo | Earphone |
| Agenzia | J. Walter Thompson Brazil |
| Campagna | Instead of smoking |
| Cliente | A. C. Camargo |
| Marca | A. C. Camargo |
| Data di Prima Diffusione/Publicazione | 2016 / 9 |
| Settore | Anti-Drug/Alcohol/Tobacco Message |
| Slogan | Instead of smoking |
| Trama | 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 di Media | Social Media |
| Lunghezza | |
| Creative Director | Luciana Cardoso |
| Copywriter | Luciana Cardoso |
| Executive Producer | Fernando Carvalho |
| Chief Creative Officer | Rodrigo Grau |
| Art Director | Thiago Jacon |
| Photographer | Thiago Jacon |
| Executive Producer | André Pinho |
| Copywriter | Felipe Ribeiro |
| Illustrator | Felipe Ribeiro |
| Chief Creative Officer | Ricardo John |
| Account Management | Yves Rodrigues |
| Strategy/Planning | Stella Pirani |
| Casa di Produzione | Marcia Lacaze |
| Documentary Director | Marcia Lacaze |
| Account Management | Fábio Bastouly |
| Executive Creative Director | Humberto Hernandez |
| Art Director | Felipe Porto |
| Editor | Bruno Shintate |
| Account Management | Enrico Cavalari |
| Strategy/Planning | Daniela Ryfer |
| Strategy/Planning | Marcus Pesavento |
| Post Produzione | Nash |
| Music Production | Modular Safari |