The Association for Smoker Awareness Campaign Likens Humans to Machines
Meghan Young — May 18, 2012 — Marketing
References: neogamabbh.br & ibelieveinadv
Likening human bodies to large-scale machinery, the Association for Smoker Awareness ad campaign shows people the damage one tiny, faulty part can do to such a large and seemingly indestructible creation. People are often blinded by their own feelings of invincibility and this campaign calls them out on it.
The Association for Smoker Awareness ad campaign was conceived by NeogamaBBH, an ad agency based in São Paulo, Brazil. It was art directed by Pedro Utzeri with creative direction by Alexandre Gama and Márcio Ribas. With the help of copywriter Gustavo Gusmão, artist Iran illustrated devastating occurrences. One includes this event: "A short circuit on a tiny wire once caused a rocket to explode killing three astronauts." It is followed up by, "Your body is a machine 10x more complex. Smoking can damage any part of it."
The Association for Smoker Awareness ad campaign was conceived by NeogamaBBH, an ad agency based in São Paulo, Brazil. It was art directed by Pedro Utzeri with creative direction by Alexandre Gama and Márcio Ribas. With the help of copywriter Gustavo Gusmão, artist Iran illustrated devastating occurrences. One includes this event: "A short circuit on a tiny wire once caused a rocket to explode killing three astronauts." It is followed up by, "Your body is a machine 10x more complex. Smoking can damage any part of it."
Trend Themes
1. Human-machine Analogies - Exploring the comparison between human bodies and complex machinery to raise awareness about the consequences of destructive habits.
2. Invincibility Perception - Challenging people's sense of invincibility and highlighting the vulnerability of the human body through thought-provoking imagery and messaging.
3. Visual Storytelling in Advertising - Utilizing powerful illustrations and storytelling techniques to convey impactful messages and engage audiences in ad campaigns.
Industry Implications
1. Health and Wellness - Opportunities for innovative initiatives, products, and services that promote healthy lifestyles and raise awareness about the importance of preventative measures.
2. Advertising and Marketing - Disruptive innovation opportunities in creating advertising campaigns that challenge conventional norms by employing visual storytelling and thought-provoking analogies.
3. Healthcare Technology - Potential for technological advancements and solutions that enhance healthcare outcomes, early disease detection, and personalized prevention strategies.
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