| 标题 | Earphone |
| 广告公司 | J. Walter Thompson Brazil |
| 广告战役 | Instead of smoking |
| 广告主 | A. C. Camargo |
| 品牌 | A. C. Camargo |
| 首次发布日期 | 2016 / 9 |
| 行业领域 | 反对吸毒、酗酒及吸烟讯息 |
| 广告口号 | Instead of smoking |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 媒体类别 | 社交媒体 |
| 长度 | |
| 创意总监 | Luciana Cardoso |
| 文案 | Luciana Cardoso |
| 执行制片 | Fernando Carvalho |
| 首席创意官 | Rodrigo Grau |
| 美术指导 | Thiago Jacon |
| 摄影师 | Thiago Jacon |
| 执行制片 | André Pinho |
| 文案 | Felipe Ribeiro |
| 插图画家 | Felipe Ribeiro |
| 首席创意官 | Ricardo John |
| Account Management | Yves Rodrigues |
| Strategy/Planning | Stella Pirani |
| 制作公司 | Marcia Lacaze |
| Documentary Director | Marcia Lacaze |
| Account Management | Fábio Bastouly |
| 执行创意总监 | Humberto Hernandez |
| 美术指导 | Felipe Porto |
| 剪辑师 | Bruno Shintate |
| Account Management | Enrico Cavalari |
| Strategy/Planning | Daniela Ryfer |
| Strategy/Planning | Marcus Pesavento |
| 后期制作 | Nash |
| 音乐公司 | Modular Safari |