ADESF WRISTS by Neogama for Adesf

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ADESF WRISTS

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Industry Anti-smoking
Media Design & Branding
Market Brazil
Agency Neogama
Creative Director Marcio Ribas, Wilson Mateo
Art Director Roberta Moraes, Daniel Poletto
Copywriter Rodrigo Senra, Andre Godoi
Photographer Bruno Cals
Account Supervisor Amanda Limberte, Diego Passos
Released January 2011

Credits & Description

Category: Posters
Advertiser: ADESF
Product/Service: ANTI-SMOKING ONG
Agency: NEOGAMA/BBH
Chief Creative Officer: Alexandre Gama (Neogama BBH)
Creative Director: Márcio Ribas (Neogama BBH)
Copywriter: Rodrigo Senra (Neogama BBH)
Art Director: Daniel Poletto (Neogama BBH)
Photographer: Bruno Cals (Neogama BBH)
Art Buyer: Mariah Bayex (Neogama BBH)
Art Buyer: Daniella Grandini (Neogama BBH)
Account Supervisor: Diego Passos (Neogama BBH)
Account Supervisor: Amanda Limberte (Neogama BBH)
Advertiser's Supervisor: Mario Albanese (ADESF)
Media placement: NEWSPAPER - ESTADO DE SÃO PAULO - 01/06/2011
Media placement: NEWSPAPER - O DIA - 01/06/2011
Media placement: NEWSPAPER - DESTAK - 01/06/2011

Describe the brief from the client
ADESF (Association for Smoker Awareness) fights smoking by warning people about its harmful effects. Our goal was to generate awareness of one of the worst public health problems we currently have to face: second-hand smoking.

Describe the challenges and key objectives
We took advantage of the World No Tobacco Day to call people’s attention to second-hand smoking by warning them about the dangers and consequences of smoking near other people.

Describe how you arrived at the final design
A striking visual campaign was created to show what happens to second-hand smoking victims them when they are close to a smoker. That’s why the pieces bring impacting images such as a child smoking – to show that being close to a smoker means smoking too.

Give some indication of how successful the outcome was in the market
We ran ads in specialised magazines and placed billboards in strategic spots. The campaign engaged local media, which helped stir up the debate. Other organisations also joined the action, distributing and supporting our pieces.