A. C. Camargo - "Sponge"

J. Walter Thompson Brazil

J. Walter Thompson Brazil São Paulo, Brasil

7287

This ad is part of the ACT Responsible Collection

Marca: A. C. Camargo
País: Brasil

Anunciante: A. C. Camargo

Título	Sponge
Agencia	J. Walter Thompson Brazil
Campaña	Instead of smoking
Anunciante	A. C. Camargo
Marca	A. C. Camargo
Posted	Septiembre 2016
Sector Empresarial	Concienciación social sobre drogas / alcohol / tabaco
Lema	Instead of smoking
Sinopsis	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.
Filosofía	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.
Problema	How to persuade teenagers -who feel immortal- not to smoke?
Medio	Redes Sociales
Duración	38 seconds
Responsable de la creación	Ricardo John
Responsable de la creación	Rodrigo Grau
Director ejecutivo de creación	Humberto Hernandez
Director creativo	Luciana Cardoso
Director artístico	Thiago Jacon
Director artístico	Felipe Porto
Responsable de conceptos / redactor	Felipe Ribeiro
Responsable de conceptos / redactor	Luciana Cardoso
Illustrator	Felipe Ribeiro
Fotógrafo	Thiago Jacon
Productora	Marcia Lacaze
Documentary Director	Marcia Lacaze
Productor ejecutivo	André Pinho
Productor ejecutivo	Fernando Carvalho
Montador	Bruno Shintate
Producción musical	Modular Safari
Postproducción	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