| 标题 | Sponge |
| 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 |
| Posted | 9月 2016 |
| 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 | 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. |
| 问题 | How to persuade teenagers -who feel immortal- not to smoke? |
| 媒体类别 | 社交媒体 |
| 长度 | |
| 首席创意官 | Ricardo John |
| 首席创意官 | Rodrigo Grau |
| 执行创意总监 | Humberto Hernandez |
| 创意总监 | Luciana Cardoso |
| 美术指导 | Thiago Jacon |
| 美术指导 | Felipe Porto |
| 文案 | Felipe Ribeiro |
| 文案 | Luciana Cardoso |
| 插图画家 | Felipe Ribeiro |
| 摄影师 | Thiago Jacon |
| 制作公司 | Marcia Lacaze |
| Documentary Director | Marcia Lacaze |
| 执行制片 | André Pinho |
| 执行制片 | Fernando Carvalho |
| 剪辑师 | Bruno Shintate |
| 音乐公司 | Modular Safari |
| 后期制作 | 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 |