Daniel Santuccio/OMD/BBDO/Media DirectorSilvina Kassardjian/OMD/BBDO/Media Assistant Inside the “Fresh Pure Air Week” context, known by everyone as the best moment to abandon smoking, show the negative consequence of smoking in a very impacting/different way. The idea was implemented through a sticker placed around ashtrays distributed along different places of the city. The circuit was defined by those places specially designated for smokers.Special smoking areas of offices, main entries of non smoking buildings, cinema lobbies, shopping center main halls, restaurants smoking areas, taxi ashtrays, etc.We believe that this idea transformed a simple smoker daily element, as an ashtray, in a very effective and powerful communicational vehicle. The work consisted in implementing an action sponsored by Nike during the “Fresh Pure Air Week” in Buenos Aires city, during which the population is invited/encouraged to abandon the habit of smoking. This week has become extremely important along the years, generally supported by important companies and institutions of the country.The media team made a special research, detecting the main places where smokers usually attend or transit in the city.The work was developed by a team integrated by both creative and media professionals. We believe that with this action Nike has been able to show the skills and freedom spirit of the brand in a place where never before was presented.This idea clearly hits the smoker in the most effective moment, when he is in the act of smoking, putting in face of him one of the greatest fears that all smokers have: The Death.

Each time that a smoker through cigarettes ashes, he is really “throwing his own” ashes.

The action was part of the whole work developed for Nike as introductorycampaign for the 2002 World Cup. Nike was launching a new way of playing football, called SKO (Scorpion Knock Out): high precision,high creativity and high speed; with an only rule: first goal, wins thegame.Media Team contribution was research, analyzing behaviors of the targetaudience and how to reach it. It is a very special target: young male, 12 to19 years old. We analyzed their behaviors towards media consumption, when,where and how much; what kind of activities they prefer, etc. We found thatthey move a lot, go to school, to shopping centers, clubs, playgrounds,parks and 75% of them play football.Our next question was: where do they play? Answer: clubs, soccer schools andmainly, playgrounds and parks. The city is full of these sites. So we havemany places where the target audience could be reached through theirpreferred sport. But we also needed to surprise them.Thus, we arrived to the Trap idea, developed by a team of creative and media people.