Brief: In
Perú, smoking kills 25 people every day. CEDRO ( Information and Education
Center for the Prevention of Drug Abuse) decides to launch an “Aid program for
smokers” in its website.
Idea:
Making smokers “experience” a close encounter with "Death" at the
very moment they are preparing to light a cigarette. (At night clubs, coffe
shops, karaoke, bars, restaurants)
Results:
- During
four weekends, this action manage to increase by more than 40% the traffic on
their website.
- 1 of
every 3 smokers decided to put out his cigarette, expressing their desire to
quit it.
Advertising
Agency: Cafeína, Lima, Peru
Creative
Director: Mauricio Meza Bustamante
Senior
Copywriter: Bruno Yaker
Copywriter:
José De La Barra
Art
Directors: Pablo Alfaro, Lucho Santillán, Cristhian Ávila
Agency
Account Directors: Ana María Castillo, Kathy Molfino
Photography
Studio: JPM Fotografía
Photographer:
Juan Pablo Meza
Producer:
Jorge Ezcurra
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