Adesf: War, 3

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

25 comments

Guest's picture
Guest

gawddd, 9 months to make this! A similar idea done by an Indian agency years ago simply showed a cigg followed by an "*" and then the * followed by a list of 1500 chemical names, this just seems like putting too much work to make the same idea look different. Just shows that simplicity beats complexity.

Grace Bastien's picture
Grace Bastien

Yes! I remember that one. I used to read it every time I went to the doctor as a child.
Great ad.

KbxAdz's picture
KbxAdz
934 pencils

no dear that ad was not done so long ago when u were a child, it won at cannes if im not wrong. no offence but judging by your picture, you can't be 12 right? you can't

You Are What You Expect

KbxAdz's picture
KbxAdz
934 pencils

gawddd, 9 months to make this! A similar idea done years ago simply showed a cigg followed by an "*" and then the * followed by a list of 1500 chemical names, this just seems like putting too much work to make the same idea look different. Just shows that simplicity beats complexity.

You Are What You Expect

KbxAdz's picture
KbxAdz
934 pencils

lulz Ivan if the comment contains the word @ -gen- cy, then the spam filter doesn't allow it to be posted, how can we talk about advertising without using the world "@ -gen- cy"?

You Are What You Expect

silvi's picture
silvi
4172 pencils

Espectacular dirección de arte.

LeeMoh's picture
LeeMoh
424 pencils

"Against you" isn’t weak, copywriter?

Flurb's picture
Flurb
247 pencils

I had that exact idea 4 years ago. My CD rejected it, saying it would take almost 9 months to create art like that. I never forgave him for that. Boy, do I feel like a dumb ass now.

rolling.stone's picture
rolling.stone
2740 pencils

My full sympathy is with you.

I like this campaign.

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~ Quite obviously, I have gathered no moss ! ~

In1dmag's picture
In1dmag
78 pencils

oh ! the execution...

mandark_123's picture
mandark_123
3017 pencils

awesome.........

Guest's picture
Guest

Yeah, right...9 mnths on every little piece is crafted so individually? That's wat i saw u wanna mention in your rationale...that's it, just wanna make people think it's "WOW! 9 months, good job." ? So what's the difference if any1 with good skills and art direction can make it in shorter time with the same result?

ManojMaani.com's picture
ManojMaani.com
121 pencils

brilliant art

jorj's picture
jorj
638 pencils

But u are burning them, u win.

tridipnandi's picture
tridipnandi
220 pencils

so lets smoke...

Guest's picture
Guest

HA! what a perfect response!!! you just blew this idea straight the fuck out of the water!!!

nice work jorj.

tirthomitro's picture
tirthomitro
2750 pencils

9 months for a baby...
but sadly it is mentally challenged, autistic and dumb.

they showed me a picture & i laughed
dignity has never been photographed

tridipnandi's picture
tridipnandi
220 pencils

Alexandre Gama, Márcio Ribas, Wilson Mateos, Pedro Utzeri, Marcio Juniot, Casa do Vaticano....how many cigarettes you smoked during this 9 months?

Arkadiusz's picture
Arkadiusz
509 pencils

Each of these 3 ads individually is interesting, but together it makes the terribly boring campaign.

Disco Munky's picture
Disco Munky
3900 pencils

We have a new Guinness WR. Longest time taking a dump? 9 months! and the winner? These guys!! *points to ad* Well done, how do you feel?

Doin' it for the points

HateOnDave's picture
HateOnDave
50 pencils

really cool design work. nothing we haven't heard before and certainly nothing that will convince anyone to stop smoking, but still, cool design work.

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www.hateondave.com

Guest's picture
Guest

would be ashamed to say it was done in 9 months.

Dev Kumar's picture
Dev Kumar
834 pencils

yep...agree.

Guest's picture
Guest

Why I saw the elements and think about Mortor Storm 2 (PS3) ??

BachBern's picture
BachBern
106 pencils

I like the Art Direction and the crafting, but the Tide Grand Prix in Cannes comes to my mind, there is some resemblance.
The idea is ok, nothing special, overall it is a good ad.
If it took 9 days or 9 months is irrelevant from the "consumers" point of view.

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