Publicis Brasil São Paulo

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Challenge |
“SBT do Bem” is a division of SBT, the second largest network in Brazil, that promotes initiatives for a better world. During the World No Tobacco Day, they wanted to help and encourage people to quit smoking.

Insight |
Every Smoker knows the dangers and consequences a cigarette may cause on their own lives. But what about the impact on the people round them, especially on the ones they love the most?

Idea |
We’ve created a platform where friends and family could develop an emotional and personalized cigarette warning, print it and place on the back of a cigarette pack of a smoker.  
To launch it, we made a video with a real story and a real surprise. We told the story of Roberto, who smoked for the last 20 years, and, with the help of his family and some hidden cameras, made him a surprise while buying a pack. The video was posted during World No Tobacco Day and went viral.

Results |
5.7 Million Views
160 Thousand Shares
320 Thousand Likes
35 Thousand Warnings Printed

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