Cedro: See you soon

Credits & Description:

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