The logic is simple: to catch the smoker in the act, reminding how much damage he is doing to himself when he lights another cigarette. We distributed matchboxes in several bar’s smoking areas in the city of São Paulo. By opening the matchbox to light a cigarette, the smoker sees a warning message about the damage he will do to himself, and the warning is reinforced by the matches themselves, that were designed to imitate the fingers of a hand.

This happened in 30 bars and restaurants. There were produced 50,000 units and they were all gone in just two weeks.