Alerj Case study Is this what you smell like? by Staff De Comunicacao

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Is this what you smell like?

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Industry Public awareness
Media Case study
Market Brazil
Agency Staff De Comunicacao
Creative Director Paulo Castro, Neca Bohrer
Art Director Tatchie Machado E Marcos Becker
Copywriter Jorge Barros
Account Supervisor Daniela Autran
Released May 2013

Credits & Description

Advertised brand: Alerj, Legislative Assembly of Rio de Janeiro
Advert title(s): Is this what you smell like?
Headline and copy text (in English): Is this the smell that you want people to remember you by?
When you smoke, this is the smell that you give off. Isn’t it time to quit smoking?
Advertising Agency: Staff Brasil, Rio de Janeiro, Brazil
Agency website:
Creative Director: Paulo Castro/ Neca Bohrer
Art Director: Marcos Becker
Copywriter: Jorge Barros
Additional credits:
Graphic Producer: Márcio Baptista e Ronaldo Las Casas
Account Manager: Rafaella Eyer
Account Supervisor: Daniela Autran
Art Buyer: Erika Ataide
Advertiser’s Supervisor: Luisi Valadão
Published: Month, Year
Short rationale (optional): Alerj, Legislative Assembly of Rio de Janeiro, wanted to show smokers how unpleasant their smell is to non-smokers, thus promoting reflection on their part and hopefully leading them to stop smoking. Thus, instead of talking about death, cancer and all the most common methods used to discourage this habit in the past, we went directly for every person’s weakness: self-esteem.