League of fight against cancer: 15,000 cigarette butts

	See full size 1600x1121 px
Released:	November 2008
Advertiser:	LEAGUE AGAINST CANCER
Agency:	Ogilvy Peru
Country:	Peru
Category:	Public health & safety
Tags:	Outdoor advertising, which consists of many small pieces Creative ads against cancer Best anti-smoking ads Creative outdoor Best of the month Creativity

Credits:

Brief: The Peruvian League of fight against cancer, asks us to create a campaign for the no-smoker day in which we had to emphasis the damage that a person who smokes causes on his family, friends and all the people around him.

Idea: Using 15000 cigarette butts, glued together one by one in an outdoor palel, level to the sidewalk, we dramatized the treat that cigarettes represent for a non-smoking person, in this case, a little girl.

A month and a half before the campaign, with the help of many volunteers, we were able to gather 15,000 cigarette butts. An artist was in charge of pasting them together and to maintain the essence if the original idea, he painted the little girl in oit painting.

Advertiser: Liga Contra el Cancer

Agency: Ogilvy Peru
Creative director: Aldo Canchaya
Art-Director: Daniel Morales
Copywriter: Yacub Tabja, Diego Guzman
Illustrator: Jose Antonio Bao