No Smoke Day

In an effort to raise the awareness about the Cancer-The Peruvian League came up with a campaign to fight against cancer by teaming up with Ogilvy & Mather Lima for their ‘No Smoke Day’. Using 15,000 cigarettes butts, glued together one by one in an outdoor panel, level to the sidewalk, Ogilvy dramatized the threat that cigarettes represent for a non-smoking person, in this case, a little girl. A month and half before the campaign, with the help of many volunteers, Ogilvy was able to gather 15,000 cigarettes butts. An artist was in charge of pasting them together and to maintain the essence of the original idea, he painted the little girl in oil paint.

Agency- Ogilvy& Mather Lima
Client- Liga Contra el
Cancer Creative Director- Aldo Canchaya
Art Director- Daniel Morales
Country- Peru