Adesf Promo, Case study ONE THING LEADS TO ANOTHER by Neogama

ONE THING LEADS TO ANOTHER
The Promo / PR Ad titled ONE THING LEADS TO ANOTHER was done by Neogama advertising agency for Adesf in Brazil. It was released in Apr 2011.
Advertising campaign for Adesf

Adesf: ONE THING LEADS TO ANOTHER

Brand
Adesf
Media
Promo, Case study
Released
April 2011
Posted
April 2011
Market
Brazil
Industry
Anti-smoking
Agency
Neogama
Creative Director
Marcio Ribas
Creative Director
Wilson Mateos
Copywriter
Carlos Schelder
Art Director
Denis Kastner
Producer
Daniel Terlizzi
Creative Director
Wilson Mateo
Account Supervisor
Diego Passos
Producer
Kiyoshi Takahasi

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages

Advertiser: ASSOCIATION FOR SMOKER AWARENESS

Product/Service: ANTI-SMOKING

Agency: NEOGAMA/BBH

Date of First Appearance: Apr 30 2011

Entrant Company: NEOGAMA/BBH, São Paulo, BRAZIL

Creative director Executive: Alexandre Gama (Neogama/BBH)

Creative Director: Márcio Ribas/Wilson Mateos (Neogama/BBH)

Copywriter: Carlos Schelder (Neogama/BBH)

Art Director: Denis Kastner (Neogama/BBH)

Media director Executive: Luciana Schwartz (Neogama/BBH)

Media Director: Andreia Abud (Neogama/BBH)

Media Manager: Juliana Clorado (Neogama/BBH)

Account Manager: Luiz Tosi (Neogama/BBH)

Account Supervisor: Diego Passos (Neogama/BBH)

Account Assistant: Andreia Tecchio (Neogama/BBH)

Art Buyer: Maria Bayeux (Neogama/BBH)

Art Buyer: Janaina Lacerda (Neogama/BBH)

Producer: Daniel Terlizzi (Neogama/BBH)

Producer: Kiyoshi Takahasi (Neogama/BBH)

President: Mario Albanese (ADESF)

Media placement: Posters - Bars In São Paulo - 29 April 2011



Insights, Strategy & the Idea



Adesf (Association for Smoker Awareness) fights smoking by warning people about its harmful effects. Our greatest challenge was to create a campaign to achieve big goals with a small budget ($10,000). We needed to engage people through an unusual, innovative approach. Our strategy was to face the challenge head on by placing a series of posters right at places that are usually frequented by smokers. But these posters couldn’t be conventional or ordinary; they needed to be innovative, otherwise the impact wouldn’t be as strong as necessary.



Creative Execution

We created a visually striking piece that was also within our budget to show the harmful effects of smoking both to smokers and to those who are exposed to second-hand tobacco smoke. The posters contained a special layer that would make them “pop out” of the wall, generating a lot of interest and engagement. Each one of the posters addressed a different aspect of the problem and all of them were executed in an innovative, unusual way. They were all placed in strategic locations frequented by smokers. By visiting the Adesf website, people could learn about important scientific data related to each one of the themes addressed by the ads. Our goal was to warn users about the dangers of smoking and to generate awareness about the issue.



Results and Effectiveness

The campaign focused on generating awareness about the dangers of smoking and its results were amazing. The number of visitors to the Adesf website increased by 47%. The association received hundreds of emails containing questions, suggestions, and requests for lectures at schools and companies. Other entities and institutions supported the campaign too: they requested copies of the posters and ran them internally. The campaign had a great impact on local media and helped stimulate the debate about smoking and its consequences.