TABACONOMIA by Master Comunicacao for Tabaconomia

TABACONOMIA

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Industry Anti-smoking
Media Design & Branding
Market Brazil
Agency Master Comunicacao
Creative Director Victor Anokwu, Flavio Lizardi
Art Director David Monk
Photographer Valerie Alexandre
Illustrator Artluz Studio
Released March 2010

Credits & Description

Category: Posters
Advertiser: TABACONOMIA
Product/Service: ANTI-SMOKING CAMPAIGN
Agency: MASTER COMUNICAÇÃO
Date of First Appearance: Mar 3 2010 12:00AM
Entrant Company: MASTER COMUNICAÇÃO, Curitiba, BRAZIL
Copywriter: Flavio (Waiteman)
Copywriter: Victor (Afonso)
Art Director: David (Keller)
Creative Director: Flavio (Waiteman)
Creative Director: Victor (Afonso)
Photographer: Alexandre (Salgado)
Illustrator: Artluz (Studio)
Art Buyer: Thaysa (Bono)
Chief Creative Officer: Flavio (Waiteman)
Media placement: Posters - Bars, Shopping Malls and In-Store - 3 March 2009

Describe the challenges and key objectives
Generating traffic to the web site www.tabaconomia.com.br where smokers could calculate how much they actually spend on cigarettes with an online tool, the Tobaccalculator.

Describe the brief from the client
To show the impact of cigarette smoking on the economy and to warn smokers about their expenditure on tobacco.

Describe how you arrived at the final design
Digital photography and image manipulation were combined to reach the final design that showed objects as cigarette butts.

Give some indication of how successful the outcome was in the market
Tabaconomia (Tobacconomics) turned into an online buzz and appeared in several design and advertising blogs. It also received coverage from Brazil’s largest newspaper. In a short time, the web site was visited by people from 57 different countries and more than 10,000 smokers have used the Tobaccalculator.