Hospital Ac Camargo Outdoor THE RUNNING FINGER by J. Walter Thompson Sao Paulo

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THE RUNNING FINGER

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Industry Hospitals, Healthcare facilities & Medical Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Roberto Fernandez, Ricardo John
Creative Director Andrea Siqueira, Rinaldo Ferrarezzi
Art Director Rinaldo Ferrarezzi, Fabio Santoro, Rafael Borges
Copywriter Andrea Siqueira, Andre Pallu
Photographer Alexandre Lucas, Willy Beondani
Account Supervisor Yves Rodrigues
Released August 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: AC CAMARGO HOSPITAL
Product/Service: AC CAMARGO HOSPITAL
Agency: JWT BRAZIL
Executive Creative Director: Roberto Fernandez | Ricardo John
Creative Director: Andrea Siqueira | Rinaldo Ferrarezzi
Copywriter: André Pallu | Andrea Siqueira
Art Director: Rinaldo Ferrarezzi | Rafael Borges | Fábio Santoro
Photographer: Willy Beondani | Alexandre Lucas
Art Buyer: Renata Sayao | Paula Ferrari
Account Supervisor: Yves Rodrigues
Advertiser's Supervisor: Irlau Machado |adriana Braga | Melina Gubser
Account Manager: Fernanda Antonelli | Luciana Rodrigues
Planner: Fernand Alphen | Leandro Thot
Account Manager: Fernanda Antonelli | Luciana Rodrigues
Planner: Fernand Alphen | Leandro Thot
Other Credits: Graphic Producer: Flávio Schaefer | Flavio Colella | Maira Chinaglia
Ambient Execution Description
To promote the importance of making the preventive prostate exam, Hospital Ac Camargo, the best well known Cancer Center from Brazil, impacted men in a very original way. During a Relay Race, Hospital AC Camargo signed up a very special character, a Giant Finger, to run after men in the race, calling the attention to such a sensitive exam. The message was “if you’re over 40 don’t run away from your preventive prostate exam”. As a result not only men talked about it, but, also, considered not running away from it.
“if you’re over 40 don’t run away from your preventive prostate exam. With early diagnosis, the success in treatment is over 90%. Ac Camargo Hospital. Cancer Treatment, Education and Research Center.”