KIDNEY by DDB Mudra Group Mumbai for Cancer Patients Aid Association (cpaa)

KIDNEY

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Industry Against Cancer
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Vipul Thakkar
Art Director Deepak Singh Dogra
Copywriter Rohit Venkatesh
Illustrator Aneesh Kumar
Released September 2011

Credits & Description

Category: Illustration
Advertiser: CANCER PATIENTS AID ASSOCIATION
Product/Service: CANCER PATIENTS AID ASSOCIATION
Agency: DDB MUDRA GROUP
Chairman And Chief Creative: Sonal Dabral (DDB Mudra Group)
Executive Creative Director: Vipul Thakkar (DDB Mudra Group)
Creative Director: Deepak Singh (DDB Mudra Group)
Art Director: Aneesh Kumar (DDB Mudra Group)
Copywriter: Rohit Venkatesh (DDB Mudra Group)
Art Director: Deepak Singh (DDB Mudra Group)
Illustrator: Aneesh Kumar (DDB Mudra Group)
Media placement: ART PULL - SUPER MARKET - 27TH DECEMBER 2011

Describe the brief from the client
The client wanted to inform the public of the dangers of second hand smoking. The communication had break and be informative at the same time.

Describe the challenges and key objectives
The brief was to inform people the danger of second hand smoking.

Describe how you arrived at the final design
The campaign uses a unique art style to illustrate how exactly second hand smoke wreaks havoc to the unwary individual through proximity to a smoker.

Give some indication of how successful the outcome was in the market
With this information, more people vehemently started objecting to people smoking in public areas, where the ads went up. Smokers also made a conscious effort to curb the habit recognising the danger to their loved ones.