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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