Liga Contra el Cáncer: 15,000 butts

The Peruvian League to fight against cancer asked Ogilvy & Mather Lima to create a campaign for their no-smoke day. Using 15,000 cigarettes butts, glued together one by one in an outdoor panel, level to the sidewalk, Ogilvy 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, Ogilvy was 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 paint.