Pin to Collection
Add a note
Industry Anti-smoking
Media Direct marketing
Market Brazil
Agency Loducca
Creative Director Jose Augusto Guga Ketzer
Art Director Felipe Diefenbach, Tiago Marcondes
Copywriter Mirna Nogueira
Released September 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Sep 21 2009 12:00AM
Entrant Company: LODUCCA MPM, São Paulo, BRAZIL
Entry URL:
Creative Director: Guga Ketzer (LODUCCA.MPM)
Head of art: Cassio Moron (LODUCCA.MPM)
Copywriter: Mirna Nogueira (LODUCCA.MPM)
Copywiter: Mirelle Martins (LODUCCA.MPM)
Art Director: Tiago Marcondes (LODUCCA.MPM)
Art Director: Felipe Diefenbach (LODUCCA.MPM)
Creative Executive Producer: Ana Luisa André (LODUCCA.MPM)
Project Coordinator: Lilian Benjamin (LODUCCA.MPM)
Creative Executive Producer: Sid Fernandes (LODUCCA.MPM)
Media placement: Instalation (Carol Nogueira) - Nightclub - 21/09/2009
Media placement: Painting (David Dalmau) - Restaurant - 05/10/2009
Media placement: Sculpture (Cienfuegos) - Restaurant - 07/10/2009
Media placement: Painting (Gregorio Gruber) - Restaurant - 13/10/2009
Media placement: Photograph (Bob Wolfenson) - Restaurant - 14/10/2009
Media placement: Photograph (Mauricio Nahas) - Restaurant - 16/10/2009
Media placement: Sculpture (Jack Vartanian) - Restaurant - 22/10/2009
Media placement: Sculpture (Osgemeos) - Restaurant - 01/11/2009
Media placement: Instalation (Dudu Bertholini) - Bar - 06/11/2009
Media placement: Photograph (Vik Muniz) - Restaurant - 20/03/2010

Describe the brief/objective of the direct campaign.
In August 2009 smoking was banned in bars, restaurants and night clubs in São Paulo. The Cancer Foundation, an institution that fought to pass the law, wanted to use this time to publicise this achievement and collect more donations for other anti-cancer projects.

Explain why the creative execution was relevant to the product or service.
The project started on the Anti-smoking law went into effect in São Paulo. We were thus able to take advantage of the controversy around the new law, using it to publicise the Cancer Foundation's participation in this achievement. By using famous and notorious establishments and artists we achieved great visibility for the Cancer Foundation, even without any media investment.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Without budget for a traditional campaign, we created a project using a symbol for smoking which has become obsolete with the passing of the law: the ashtrays in bars, night clubs and restaurants. Instead of tossing them in the trash, these objects gained another meaning and were transformed to help in the fight against cancer. Famous establishments in São Paulo donated their ashtrays. Among them was D.O.M., ranked 18th in the list of the world's 50 best restaurants, according to Restaurant Magazine (London). Major artists transformed these objects in works of art. The works were shown and put up for sale within the very establishments and the money they bring will go directly to the Cancer Foundation. Necttto the artwork are signs explaioning the project and taking people to s website.

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.
The project Once upon a time it was an ashtray; was covered by newspapers, magazines, blogs, news sites and television stations. In all pieces the Cancer Foundation was highlighted. To date, without any media investment, spontaneous media has reached over R$ 600 thousand, having impacted more than 6 million people. With the sale of all the works, the donations to the Cancer Foundation could reach over R$ 300 thousand.