ADESF: War, 1

More than 4,700 toxic substances against you. Stop smoking.

The main goal of this campaign was to show how a single cigarette contains a huge amount of toxic substances that attack your body each time you smoke. They are a True invasion force. To illustrate such an idea we looked at the past, present and future of human conflicts and came up with these 3 ads. It all needed to look very epic so we decided to do everything in 3D, each element was individually modeled in a long process which took almost 9 months.

Advertising Agency: Neogama/BBH, São Paulo, Brazil
Executive Creative Director: Alexandre Gama
Creative Directors: Márcio Ribas, Wilson Mateos
Art Director: Pedro Utzeri
Copywriter: Marcio Juniot
Illustrator: Casa do Vaticano

August 2009


Yanay's picture
60 pencils

I'll love to see the copy in portuguese... I find no comparison between substances and the wars inside the cigarrette, although I like the campaign...

premc's picture
917 pencils

hoo ! lovely !! I will give you 8.5/10


federo's picture
781 pencils

I have this with brazilian work. I always love their visuals, although sometimes I don´t agree with copy or idea.
anyways, are amazing visuals

playa's picture
80 pencils

very smart - very cool execution


krautland's picture
3216 pencils

I like this a lot.

alexander_bickov's picture
3279 pencils

Great execution, great idea. Moinid

mrckais's picture
417 pencils

i really like this, is so different to others "stop smoking" ads


Grace Bastien's picture
Grace Bastien

Wow. Would this be done as a 3D render?
Looks great.

Guest's picture

looks good, but there's no value in doing the same thing 3 times. They're so similar, I bet that once the average person (who doesn't seek out advertising like us) sees one execution, they wouldn't even notice the difference if they saw another.

Guest's picture

is a good art direction.

daniel ieraci's picture
daniel ieraci
333 pencils

I hate to say it but as nice as the visual is, I'm just not sure it would make me care to stop smoking. Maybe I'm too critical though.

kevgroat's picture
175 pencils

They are against you, so burn them up! Up in flames! Smoker wins.

agree with daniel^ on this, too much of an exaggeration and not enough emotion to cause anybody to care. nice try. good art. kinda cool.

Grace Bastien's picture
Grace Bastien

You may be right.
However, the ad made years ago (as mentioned in earlier post) was so interesting that it definitely stopped me from taking up smoking when I was in high school even though I had seen the ad 10 years earlier! And I wasn't thinking about advertising was back then!

I kept thinking... "eww... chemicals put in rat poison and rocket fuel..."
It was just effective.

Guest's picture

ya, agree...not enough emotional feedback, just simply a nice piece of artwork and thats it.

Guest's picture

angle and the format simply does not work. published in the vertical is even worse, with the text rotated 90 degrees. and you had a lot of time to think about that, right ?

Zeus's picture
906 pencils


Guest's picture

A wonderful scam ad that will change nothing. Way to go hacks.

AlphaDog's picture
265 pencils

Good Art.
I am not so sure if you should brag about spending 9 months to produce it.
Imagine what would happen, what you could achieve, if instead of spending 9 months to "produce" it you had spent 9 months to "think" it. Wouldn´t you have a better campaign?.

Guest's picture

Casa do Vaticano, how much did u cost?
Btw Did u do it with long smoke?

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