A. C. Camargo - "Sponge"

J. Walter Thompson Brazil

J. Walter Thompson Brazil São Paulo, Brazil

7246

This ad is part of the ACT Responsible Collection

Brand: A. C. Camargo
Country: Brazil

Advertiser: A. C. Camargo

Title	Sponge
Agency	J. Walter Thompson Brazil
Campaign	Instead of smoking
Advertiser	A. C. Camargo
Brand	A. C. Camargo
Posted	September 2016
Business Sector	Anti-Drug/Alcohol/Tobacco Message
Tagline	Instead of smoking
Story	How to persuade an immortal not to smoke?On the National Fight Against Tobacco Day, A.C.Camargo Cancer Center and JWT Brazilresort to the bizarre to keep teenagers away from the desire to smoke With the goal of highlighting the risks that smoking poses on health, J. Walter Thompson Brazil and A.C.Camargo Cancer Center’s new action for the National Fight Against Tobacco Day resorts to the bizarre to compare cigarettes to disgusting situations. In a well-humored language, the idea is part of the awareness-building campaign aimed at teenagers between the ages of 12 and 18 –who feel almost immortal- and shows that cigarettes can be as weird and hateful as chewing an insole or biting a sponge. For the Superintendent of Business of A.C.Camargo Cancer Center, José Marcelo Amatuzzi de Oliveira, the strategy of the campaign is to allude to elements of the everyday lives of young adults and expose cigarettes as something unnatural, leading to a reflection on this topic. The approach of the action uses this alternative vision, spurring a reflection in a light-hearted way, using a language consumed by this target audience. “The idea is to reach adolescents early on, before they even start to smoke,” explains Luciana Cardoso, Creative Director at J. Walter Thompson. The comparison shows that even things that nobody would do, because they are considered repulsive, are less harmful to your health than cigarettes.
Philosophy	With the goal of highlighting the risks that smoking poses on health, J. Walter Thompson Brazil and A.C.Camargo Cancer Center’s new action for the National Fight Against Tobacco Day resorts to the bizarre to compare cigarettes to disgusting situations. In a well-humored language, the idea is part of the awareness-building campaign aimed at teenagers between the ages of 12 and 18 –who feel almost immortal- and shows that cigarettes can be as weird and hateful as chewing an insole or biting a sponge. For the Superintendent of Business of A.C.Camargo Cancer Center, José Marcelo Amatuzzi de Oliveira, the strategy of the campaign is to allude to elements of the everyday lives of young adults and expose cigarettes as something unnatural, leading to a reflection on this topic. The approach of the action uses this alternative vision, spurring a reflection in a light-hearted way, using a language consumed by this target audience. “The idea is to reach adolescents early on, before they even start to smoke,” explains Luciana Cardoso, Creative Director at J. Walter Thompson. The comparison shows that even things that nobody would do, because they are considered repulsive, are less harmful to your health than cigarettes.
Problem	How to persuade teenagers -who feel immortal- not to smoke?
Media Type	Social Media
Length	38 seconds
Chief Creative Officer	Ricardo John
Chief Creative Officer	Rodrigo Grau
Executive Creative Director	Humberto Hernandez
Creative Director	Luciana Cardoso
Art Director	Thiago Jacon
Art Director	Felipe Porto
Copywriter	Felipe Ribeiro
Copywriter	Luciana Cardoso
Illustrator	Felipe Ribeiro
Photographer	Thiago Jacon
Production Company	Marcia Lacaze
Documentary Director	Marcia Lacaze
Executive Producer	André Pinho
Executive Producer	Fernando Carvalho
Editor	Bruno Shintate
Music Company / Composer	Modular Safari
Post Production	Nash
Account Management	Yves Rodrigues
Account Management	Fábio Bastouly
Account Management	Enrico Cavalari
Strategy/Planning	Stella Pirani
Strategy/Planning	Daniela Ryfer
Strategy/Planning	Marcus Pesavento