Cannes Lions

ANTI-SMOKING

Y&R, Sao Paulo / SANTA CASA DA MISERICORDIA / 2012

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Some day-by-day situations such as waking up early, cleaning the gutter, going to the dentist, waiting in line in the bank, canbecome boring. As everyone knows, smoking kills, so why not thank cigarette, ironically, for the advantages brought by death? “No more frozen food”, “no more language studies”, “no more traffic jams”. For all that, thank you cigarette. To emphasize death, we created these 3 first-person films that show an almost still scene each, that fades to black as time passes. There’s no audio or soundtrack.

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