THE ANTI-SMOKING ZOMBIE CARNIVAL by Neogama for Adesf

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THE ANTI-SMOKING ZOMBIE CARNIVAL

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Industry Anti-smoking
Media Print, Magazine & Newspaper
Market Brazil
Agency Neogama
Creative Director Marcio Ribas, Wilson Mateo
Art Director Paula Fernandes
Copywriter Rodrigo S. Bergel
Producer Mariah Bayeux
Photographer Bruno Cals
Account Supervisor Silvia Tommasinni, Diego Passos, Fabio Losso
Illustrator Burti Lab
Released February 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: ADESF
Product/Service: ANTI-SMOKING ONG
Agency: NEOGAMA/BBH
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 (Neogama BBH)
Photographer: Bruno Cals
Illustrator: Burti Lab
Producer: Mariah Bayeux
Art Buyer: Vanessa Raad/Daniella Grandini
Account Supervisor: Silvia Tommasinni/Fabio Losso/Diego Passos
Advertiser's Supervisor: Mario Albanese
Planner: Eduardo Lorenzi/Paula Gabriel
Production Company: Raiz Produções
Media: Luciana Schwartz/Andreia Abud/Iuri Maia
Media placement: Street Carnival Parade - Streets Of São Paulo - Feb, 12 2012

Describe the objective of the promotion.
ADESF is committed to fighting smoking, which is a serious public health problem, and it’s constantly trying to find ways to stop this addiction from spreading even more. They needed to talk to these smokers in an engaging way. The main goal was to raise awareness.

During Carnival, people are more vulnerable to the addiction and it’s more difficult to get our message across. In order to confront people with the fact that they’re slowly destroying their own health, we went for an innovative approach and joined the context of Carnival to call people’s attention and get them to participate.

Describe how the promotion developed from concept to implementation.
We created The Anti-Smoking Zombie Carnival, composed of people who were dressed like zombies, reminding people of the similarities between zombies and terminally ill patients. In addition to singing the funeral march as if it were a traditional Brazilian song and singing parodies of several Carnival themes, the Zombies would approach smokers and exchange cigars for whistles – after all, 'Carnival is for blowing whistles, not inhaling smoke'. Each whistle had a tag on it that read: 'Zombies are only cool when you’re not one of them'.
5,000 people who were having fun were impacted by the action.

Explain why the method of promotion was most relevant to the product or service.
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 caused 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.

Describe the success of the promotion with both client and consumer including some quantifiable results.
ADESF is committed to fighting smoking, which is a serious public health problem, and it’s constantly trying to find ways to stop this addiction from spreading even more. They needed to talk to these smokers in an engaging way that would cause them to identify with the message. The main goal was to raise awareness, but the moment wasn’t appropriate for a fatalistic message. It was Carnival, a moment during which people just want to have fun and celebrate, not pay attention to a serious cause. That made our challenge quite difficult.