90.000 people were impacted.

Despite 1.800 products produced, none were sold.

But the action helped many people to think about this extra-harm cigarettes can cause: the stink.

The Media team understood the supermarket stores in order to show the campaign.

We launched the action during one week, in 3 different supermarket stores, who engaged in the initiative.

Hidden cameras recorded the reaction of customers in a supermarkets at the time of purchase.

Every anti-smoking campaign portrays the evils that smoking causes to health. Adesf, association that defend the health of smokers, wanted to renew the discourse, addressing an unexplored topic: the stink that of cigarettes that gets into skin, hair, clothes and breath.

We elected outlets as the place to approach the target, because they're places where people would be taken by surprise by the campaign.

The insight came from a true fact: people spend money to look good and fragrant. But when cigarette is lit, all investments goes down the drain.

Therefore, we developed fake packaging of products such as soap, deodorant, soap, shampoo, etc., with the brand Cigarette. The contents of the packages was also different: all flavored cigarette.

All packages were exposed on shelves alongside the similar products from other brands.