The Peruvian League of fight against cancer, asked Ogilvy & Mather Lima to create a campaign for the no-smoker day in which we had to emphasis the damage that a person who smokes causes on his family, friends and all the people around him.Using 15,000 cigarettes butts, glued together one by one in an outdoor panel, level to the sidewalk, we 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, we were 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 painting.
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