A. C. Camargo - "Sponge"

J. Walter Thompson Brazil

J. Walter Thompson Brazil São Paulo, Brazil

7362

Это объявление является частью "ACT Responsible Collection"

Бренд: A. C. Camargo
Страна: Brazil

Рекламодатель: A. C. Camargo

Заголовок	Sponge
Агентство	J. Walter Thompson Brazil
Кампания	Instead of smoking
Рекламодатель	A. C. Camargo
Бренд	A. C. Camargo
Posted	Сентябрь 2016
Бизнес сектор	Антинаркотические/антиалкогольные/антитабачные заявления
Слоган	Instead of smoking
История	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.
философия	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.
Проблема	How to persuade teenagers -who feel immortal- not to smoke?
Тип медиа	Социальные медиа
Длина	38 seconds
Главный креативный директор	Ricardo John
Главный креативный директор	Rodrigo Grau
Исполнительный креативный директор	Humberto Hernandez
Креативный директор	Luciana Cardoso
Арт-директор	Thiago Jacon
Арт-директор	Felipe Porto
Копирайтер	Felipe Ribeiro
Копирайтер	Luciana Cardoso
Иллюстратор	Felipe Ribeiro
Фотограф	Thiago Jacon
Продакшн Студия	Marcia Lacaze
Режиссер документального фильма	Marcia Lacaze
Исполнительный продюсер	André Pinho
Исполнительный продюсер	Fernando Carvalho
Редактор	Bruno Shintate
Музыкальная компания / Композитор	Modular Safari
Послепроизводственный этап	Nash
Управление аккаунтом	Yves Rodrigues
Управление аккаунтом	Fábio Bastouly
Управление аккаунтом	Enrico Cavalari
Стратегия / Планирование	Stella Pirani
Стратегия / Планирование	Daniela Ryfer
Стратегия / Планирование	Marcus Pesavento