Executive Creative Director, Copywriting
at
Bandujo
New York, Vereinigte Staaten von Amerika
| Titel | Suffering - Emphysema |
| Agentur | Bandujo |
| Kampagne | You'll Suffer Every Minute - NYC Anti Smoking |
| Werbende | New York City Department of Health |
| Marke | NYC Health |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2011 / 3 |
| Geschäftsbereich | Rotes Kreuz, öffentliche Beratungsstellen (Drogen/Alkoholismus/Rauchen/Aids) |
| Slogan | Dying from smoking is rarely quick, and never painless |
| Problem | For over fifty years, advertising agencies have taken just about every approach imaginable to turn smokers into quitters. So to develop a new way to communicate that same message — and to get smokers to take notice and begin the process of overcoming their powerful addiction — was certainly a tremendous challenge. Our creative direction was based on a key insight: Smokers universally use the excuse “something’s going to kill you anyway” as a key justification for their habit. To them, buses kill you, car accidents kill you, smog kills you, fast food kills you, cell phones kill you….absolutely everything kills you. And in New York City — where even an air conditioner dropping on your head can kill you — this fatalistic attitude is even more pronounced. So our approach was to reframe the anti-smoking message in a simple way. Our ads aren’t about dying, they’re about how much you’re going to suffer before you die. The result is a campaign that’s been deemed in the press as “painful” and “unbearable to watch”, yet “powerfully effective”. And because of it, close to 40,000 New Yorkers requested nicotine patches and nicotine gum in an effort to take the first step to quit. |
| Medientyp | Fernsehen |
| Creative Director | Bob Brothers |
| Creative Director | Shawn Kelly |
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