WARNINGS IMPOSSIBLE TO IGNORE 戛纳狮 – 促销类 – C01组 入围奖 每天有1300多人死于吸烟，为了减少这一数字，香烟包装上的警告变得越来越生动。这些图像有令人反感的肺脏、医院里的病人、手术图像等等，然而这些图像与吸烟者的现实生活极其遥远。在这个项目中，我们把这些警告变成了对吸烟者更有意义的东西。我们创建了一个工具，让任何人都可以使用自己的照片和文字进行个性化的警告，从而与吸烟者建立起强烈的情感联系。   SBT TV CHANNEL | PUBLICIS BRASIL | 2017Promo And Activation - C01 Guerrilla Marketing & Stunts Relevancy Smoking kills over 1,300 people a day. In an attempt to reduce this number, the warnings on cigarette packs have become increasingly graphic. The images show repulsive lungs, sick people at hospitals, vomiting and other images that end up being extremely distant from the smokers’ reality.With this campaign we turned those warnings into something much more meaningful to smokers. We created a tool that enables anyone to make personalized warnings using their own photos and messages in order to create a strong and emotional connection with the smokers.    Synopsis “SBT do Bem” is a division of SBT - the second largest TV network in Brazil - that frequently promotes initiatives for a better world. During the World No Tobacco Day, they wanted to encourage people to quit smoking.    Campaign Description The warnings about cigarette smoking are in every cigarette pack. But due to its repulsive images, smokers never relate to it. Our idea was to create a warning no smoker could ever ignore. A warning coming from those they love most. To do so, we developed a platform where anyone could create an emotional and personalized warning, then print it and place it on the cigarette pack of a smoker they care about. This platform was launched with a video showing the real impact of the idea with a real smoker. With the help of his family and some hidden cameras, we surprised him while he was buying his cigarettes packs.    Outcome 55 thousand&