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Industry Anti-smoking
Media Direct marketing
Market Brazil
Agency Neogama
Creative Director Marcio Ribas, Wilson Mateo
Art Director Paula Fernandes
Copywriter Rodrigo S. Bergel
Released September 2011

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: ADESF
Product/Service: ANTI-SMOKING ONG
Chief Creative Director: Alexandre Gama (Neogama BBH)
Creative Director: Márcio Ribas (Neogama BBH)
Copywriter: Rodrigo Bergel (Neogama BBH)
Art Director: Paula Fernandes (Neogama BBH)
Advertiser's Superviser: Mario Albanese (ADESF)
Media placement: Street Carnival Parade - Streets of São Paulo - Fab, 12 2012

Describe the brief/objective of the direct campaign.
The goal was to call the attention of our target audience (smokers of all ages and social classes) and get them to identify with our cause. That is a difficult task if we consider that smokers aren’t normally interested in learning about the reasons for quitting (not to mention the fact that they’re are used to being impacted by heavy warning messages that are definitely not appealing). We needed the target to identify with our cause, so we decided we would move away from the fatalistic context and go for a more light-hearted approach.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was to place our message in a context that is the opposite of what we normally see in anti-smoke campaigns. It was a fun moment, and our target was already part of it. For the first time, saying no to cigarettes would be a symbolic, playful decision. It would not be connected to a long-term committment to quitting (which keeps smokers away from ADESF). We created the Anti-Smoke Zombie Carnival, composed of people dressed like zombies, reminding our target of the similarities between zombies and terminally ill patients. We encouraged people to exchange their cigarettes for whistles.

Explain why the creative execution was relevant to the product or service.
By relying on a light-hearted approach that was consistent with the atmosphere of the place, we managed to get a symbolic reaction from the target – an important first step. For the first time, the awareness of health problems caused by smoking was part of an entertaining context. Despite that, it continued to represent a serious cause.
This way, we could connect smokers to our cause without the negative – and boring – interference of regulatory agencies that represent public health, proving that being healthy should be a personal choice, not the result of some kind of prohibition.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We approached all smokers. The number of cigarettes that were not smoked because of our action is proof of the incredibly positive impact we had on those who have a smoking habit: 1,500 cigarettes were exchanged for whistles.
The greatest impact was to cause people to associate the harmful effects of smoking with the creepy image of zombies. Each one of the 5,000 people who were at the block was reached by the hymn that talked about the consequences of smoking. Everyone in this large group of people exchanged at least one cigarette for a whistle.