Copy: When smoking does not kill. The story of when the cigarette did not kill.
OpusMúltipla Team: Luis Bacellar / César Noda / Renato Cavalher
WHEN SMOKING DOES NOT KILL
Sometimes, cigarettes don't just kill; they can leave lasting effects that impact your life forever. We wanted to shed light on this fact, so we took a unique approach. We enlisted a former smoker, who now speaks through an electronic larynx, to sell cigarettes at a newsstand. The video captured this encounter, highlighting the profound impact cigarettes can have. But that's not all. We wanted the entire campaign to embody the distorted reality that cigarettes create in people's lives. The campaign's identity was built around this concept, aiming to raise awareness and provoke thoughts about the long-term consequences of smoking. Role: Concept / Art Direction