Singapore Cancer Society Outdoor NEW LUNGS by Ogilvy & Mather Singapore

NEW LUNGS

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Industry Anti-smoking
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Singapore
Agency Ogilvy & Mather Singapore
Art Director Kairong Ku
Copywriter Troy Lim, Adeline Siow
Producer Stephenie Lee, Adele Huang
Photographer Lim Jae Hann
Account Supervisor Shirley Tay
Typographer Jon Loke, Kairong Ku
Released September 2011

Credits & Description

Category: Bars, Restaurants & Stores, etc.
Advertiser: SINGAPORE CANCER SOCIETY
Product/Service: ANTI- SMOKING
Agency: OGILVY & MATHER SINGAPORE
Chief Creative Officer: Steve Back
Creative Director: Troy Lim/Jon Loke
Copywriter: Adeline Siow/Troy Lim
Art Director: Kairong Ku/Jon Loke
Photographer: Lim Jae Hann
Typographer: Kairong Ku/Jon Loke
Art Buyer: Stephanie Lee
Account Supervisor: Shirley Tay
Advertiser's Supervisor: Jennifer Lim
Producer: Stephenie Lee/Adele Huang
Other Credits: Props: Artison Asia Pte Ltd/Design: Kairong Ku/Jon Loke

Ambient Execution Description
The paper lungs were placed at paper offering shops around the country during Qing Ming, the month where Chinese burn offerings in remembrance of their ancestors. The unusual new product attracted people’s attention, and this unconventional way of spreading our anti-smoking message urged many smokers to call our Quitline and enjoy a fresh breath of air in this life.