May 2008

The Peruvian League of fight against cancer, ask us to create a campaign for the no-smoker day in which we had to emphasis the damage that a person who smokes causes on his family, friends and all the people around him.
Using 15,000 cigarettes butts, glued together one by one in an outdoor panel, level to the sidewalk, we dramatized the treat that cigarettes represent for a non-smoking person, in this case, a little girl.
A month and half before the campaign, with the help of many volunteers, we were able to gather 15,000 cigarettes butts. An artist was in charge of pasting them together and to maintain the essence of the original idea, he
painted the little girl in oil painting.

Advertising Agency: Ogilvy Perú
Creative Director: Aldo Canchaya
Art Director: Daniel Morales
Copywriters: Yacub Tabja, Diego Guzmán
Illustrator: Jose Antonio Bao

Comments (9)

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Highest Rated

capywriter's picture
Activity Score 5509

yep, that one is legendary...

sneakyhands's picture
Activity Score 1857

it's a cool art piece, but i think it would be stronger if it told us, on average, how much time it takes to smoke 15,000 cigs.

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Guest commenter

you're quite right... I think this one has to be the best anti-smoking copy It makes you go "god fucking dammit".

capywriter's picture
Activity Score 5509

yep, that one is legendary...

Javier Ramírez's picture
Javier Ramírez
Activity Score 1243

No me sorprendería que esos cigarrillos sean los que se consumieron en esa agencia en un mes.
Hahaha...Interesante idea, fresca.

Chief Creative Director Nexus BBDO

antigo's picture
Activity Score 30

Great !

I love it !

izmild's picture
Activity Score 770

Great work!!!

exithigh's picture
Activity Score 86

Excellent!! Bravo!!

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Guest commenter

It is a great idea!!! but please don't tell me you didn't see the ad on music television
I usually hate when people say it's done but it is done!

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