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April 2008
CONAC Print Ad -  Brown

Also From This Campaign 2


Print advertisement created by FCB, Chile for CONAC, within the category: Public Interest, NGO.


Smoking isn't just suicide. It's murder.

Advertising Agency: DRAFT FCB + IDB
Creative Director: Rodrigo Gómez
Art Director / Illustrator: Paulino Caffarena
Copywriter: Gustavo Hernandez
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joestamp's picture

hahaha - why did i just laugh? oops that was a bit inappropriate!

Activity Score 130
LCC/london university of the arts
Inverted's picture

its too brutal! Why dont they get that brutal advertising give peeple who smoke a bad feeling... and the best way for a smoker to deal with bad emotions is by SMOKING! damit...

The art direction is a bit over the top in the expression... i think they could have gotten away with a milder face on the kids.

The bag of smoke is realy cool though

Activity Score 193
everartz's picture

i disagree with you, coz these type of messages should be brutal and shocking to create the desired awareness, otherwise we will all call it lame ;)

Activity Score 7613
Art Director |

| everartz |

rcantalice's picture

I agree with Everartz..... this kind of ad must be brutal or it dosn't work......

Activity Score 37
Art director
juliangray's picture

studies show that being brutal its not enough, you have to convey a rational message, teach, explain, enlight.

the think! road safety campaing was a success in therms of feedback.

Using heavy words like murder, death, pain, suffering, sickness is not enough.

Activity Score 987
Art Director
copycomoelcopi's picture

nice illustration. a little bit exagerated message.

Activity Score 822
robottttrockkkk's picture

esta chevre la direccion de arte y la idea.

[ ]

Activity Score 814
Copywriter at Quorum / Nazca Saatchi & Saatchi
JFDreamer's picture

Yeahp, nice illustration, but I don't think there's ever gonna be an effective "non-smoking" campaign. Smokers know smoking is bad and fucks up other people too.

Activity Score 176
BBDO - Perú |

keep smilling

Miss Candy Pop's picture

Really good work

Miss Candy Pop
Activity Score 58
Art Director

I really want to agree with everartz because he's right, but I can't help find these ridiculous somehow, they just make me laugh.

Activity Score 1838
Other |

We're going to need more lube.

Crisp One's picture

I think its the kids expression that makes you laugh, looks like hes throwing a tantrum not suffocating.

I've wanted to do this in restaurants sometimes :]

Crisp One
Activity Score 2005
Other at New York

That is it exactly. I couldn't put my finger on it but that's it yeah.

Activity Score 1838
Other |

We're going to need more lube.

creativewannabe's picture

My neighbor smokes like crazy in front of her young kids...but this ad is not going to make her stop!!!

Activity Score 81
fractalrene's picture

Love the text, that's all I have to say.

Activity Score 1504
pankajadsoftheworld's picture

very good thinking & more of than a very good excution

Activity Score 433
thats it's picture

bad execution!

thats it
Activity Score 12
Art Director
Jetstream's picture

Nice, I don't agree with "thats it" the execution is maybe not gold, but is definitely not bad.

Activity Score 115
Other at Freelance CD
harrison bruce's picture

A plastic bag over the head gives me the willies but I sat up and took notice. Message recieved.

harrison bruce
Activity Score 112
angelbuer's picture

Enlighten me, since when are images of innocent children suffering appealing to the target audience. I understand if you looking to stimulate through shock images...but this shows a desperation for ideas and warped creativity that a is kind of last resort for intellectually honest advertisers out there.

The lasting 10 second image I will have from this is equating the Chilean Corporation Against Cancer with terrible images of killing babies. It portrays this organization as killers rather than one who is trying save children.

Remember reverse psychology only works on simple minds or to trick someone into doing something. You are never going to change anybody's mind by this cheap tactic. It is what it is and this particular topic is too important to be treated with such gruesome tactics. Shame on you...

Activity Score 12
greig's picture

simplemente su ejecucion esta mal lograda...

Activity Score 22
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