To respond to the desperate young indifference towards anti-tobacco speech, Rights of Non-Smoking chose today to break with the warmth of preventive campaigns. Young people are insensitive to the health arguments. The first cigarettes were seen as a rite of passage to adulthood, the expression of a form of autonomy and empowerment.
The campaign devised by the agency seeks to reverse this view and to create awareness that smoking is not free themselves from the authority but is instead a sign of submission and naiveté: Quote behavioral, psychological and physically addictive drug that will control their actions, defile their bodies and even cost them dear.
This communication takes advantage of upset young smokers in their indifference through visual impact and nuisance symbolizing the submission. Visuals destined to finally react, create debate and to provide non-smoking reasons to declare themselves proud to remain free and rebellious against the tobacco.
“Smoking is like to be slave to tobacco.”
“The old arguments – tobacco is not good – not working. The message here is that tobacco is a form of submission. In the popular imagination, oral sex is the perfect symbol of obedience,” said Marco de la Fuente, chief project for the agency BDDP et Fils.
The photos were kindly taken by photographer Thomas Geffrier.
reTuit: campanie pe sex oral http://tinyurl.com/yl5q4k8
Ei, vezi ca si francezii sunt buni la ceva?
Creativii, macar.
french kiss is a old french love brand. Yes, french people are creative but I’m afraid this campaign dont have SMART goals. I think is a good awareness just for ad agency.