MATCHES by Y&R Sao Paulo for Santa Casa De Misericordia

MATCHES

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Industry Anti-smoking
Media Promo & PR, Case study
Market Brazil
Agency Y&R Sao Paulo
Creative Director Sergio Fonseca, Pedro Cappeletti, Flávio Casarotti
Art Director Joao A. Jackel
Copywriter Fabio Victoria
Photographer Roberto Donaire
Account Supervisor Valeria Ordonhez
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: SANTA CASA DE MISERICORDIA DE SAO PAULO
Product/Service: ANTI-SMOKING
Agency: Y&R
Date of First Appearance: Mar 10 2011
Entrant Company: Y&R, São Paulo, BRAZIL
Chief Creative Officer: Rui Branquinho (Y&R)
Creative Director: Flavio Casarotti (Y&R)
Creative Director: Sergio Fonseca (Y&R)
Copywriter: Fabio Victoria (Y&R)
Art Director: Joao A. Jackel (Y&R)
Photographer: Donaire (Y&R)
Account Supervisor: Valeria Ordonhez (Y&R)
Advertiser's Supervisor: Antonio Carlos Forte (Santa Casa)
Account Manager: Ticiana Cardoso (Y&R)
Media placement: Matche's Box - Bars And Restaurants - 10/03/2011

Insights, Strategy & the Idea
The Santa Casa holds 12 hospitals under its administration and they treat many health problems, such as cancer, mainly caused by a smoking habit. Awareness can prevent many cases. Prevention is also a form of treatment. The lower the number of cases, the more the rooms available for people that face other problems.

Creative Execution
The logic is simple: to catch the smoker in the act, reminding how much damage he is doing to himself when he lights another cigarette. We distributed matchboxes in several bar’s smoking areas in the city of São Paulo. By opening the matchbox to light a cigarette, the smoker sees a warning message about the damage he will do to himself, and the warning is reinforced by the matches themselves, that were designed to imitate the fingers of a hand.

Results and Effectiveness
This happened in 30 bars and restaurants. There were produced 50,000 units and they were all gone in just two weeks.