A.C. Camargo Cancer Center: Instead of Smoking - Sponge

AC Camargo is a private non-profit institution, and of the largest integrated cancer centers in the world. They invited J. Walter Thompson, Brazil, to create a campaign to prevent teenagers to start smoking cigarettes, or even to talk to those who smoke eventually. The problem is: these guys believe they are super heroes and are never going to die, so the old “smoking kills” campaigns are not effective. We had to approach a different direction, and we’ve got to connect it to the language of the teenagers of today.