| Brand | TFI - TOBACCO FREE INITIATIVE |
| Product/Service | ANTI-SMOKING CAMPAIGN |
| Entrant | CLEMENTINE Beirut, LEBANON |
| Category | Public Health & Safety, Public Awareness, Fundraising and Appeals |
| Entrant Company: | CLEMENTINE Beirut, LEBANON |
| Advertising Agency: | CLEMENTINE Beirut, LEBANON |
| Production Company: | TALOS PRODUCTIONS Beirut, LEBANON |
Brief Explanation
The ad is so simple, yet aggressive. It's about a person who decides to close his cigarette with a pen cover followed by a shocking slogan “Did you write your will?”
To support the death mood, the sound design was developed by mixing harmoniously both Christian and Islamic funeral rituals. The ad was so powerful that it led to a movement in the country forcing the government to take drastic measures in response. After only one month, a new legislation restricting smoking in public places was approved by the parliament as a result.
Credits
| Sami Saab |
Creative Director |
| Sami Saab |
Copywriter |
| Rami El Khoury |
Art Director |
| Jessica Khawaja |
Agency Producer |
| Rania Baroud |
Advertiser's Supervisor |
| Fady Haddad |
Producer |
| Sami Saab |
Director |
| Fady Haddad |
Editor |
| Talos Productions |
Post Production |
| Anastasia Younes |
Account Manager |
| Georges Najm |
Planner |
| Pierre Mouazrkech |
Director Of Photography |