North Asia Chief Creative Officer & China Chairman
at
J. Walter Thompson Shanghai
Shanghai, 中国
| 标题 | Depression |
| 广告公司 | J. Walter Thompson Asia Pacific |
| 广告战役 | Vicious Cycle - Health Promotion Board |
| 广告主 | Health Promotion Board |
| 品牌 | Health Promotion Board |
| Posted | 3月 2004 |
| 产品 | Anti-smoking Campaign |
| 行业领域 | 反对吸毒、酗酒及吸烟讯息 |
| 广告口号 | Easy to start. Very dificult to stop |
| 剧情简介 | The ads communicate that smoking is an act that easy to start and very difficult to stop. It illustrates that smoking is a vicious circle from which it is near impossible to get out. |
| 哲学 | The strategy was to appeal to the vanity factor of teenagers. The campaign highlights the damage smoking does to things top-most on the minds of the teens; like personal appearance and sexual performance. |
| 问题 | The problem was that teenagers were apathetic to the usual claims of ardinary 'anti-smoking' campaigns. They believed that diseases like cancer and heart afflictions happened only yo old people. Teenagers believed that they were going to live forever and that smoking helped them integrate with their peer groups and made them look cool and grown-up. |
| 媒体类别 | 杂志 |
| 长度 | |
| 市场 | 新加坡 |
| 创意总监 | Norman Tan |
| 文案 | Joji Jacob |
| 美术指导 | Ivan Wibowo |
| 客户总监 | June Ong |
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