X-RAY PHOTO

TitleX-RAY PHOTO
BrandTAIWAN SMOKER’S HELPLINE
Product / ServiceSMOKER’S HELPLINE
CategoryA01. Mailings
EntrantBATES TAIWAN Taipei, CHINESE TAIPEI
Entrant Company:BATES TAIWAN Taipei, CHINESE TAIPEI
DM/Advertising Agency:BATES TAIWAN Taipei, CHINESE TAIPEI

Credits

Credits

Name Company Position
Richard Yu Bates Taiwan Executive Creative Director
Ronny Hsu Bates Taiwan Creative Director
Lion Tsai Bates Taiwan Creative Director
Renee Chen Bates Taiwan Copy Writer
Nelson Liu Bates Taiwan Senior Art Director

The Brief

Headline: The damage that cigarettes cause goes far deeper than you’d imagine. Body: Smoking leads to osteoporosis which makes your bones brittle and weak. This disease is crippling and in severe cases it can kill you. Quit now to feel healthier. Deep down inside. Taiwan Smokers’ Helpline : 0800 63 63 63.

Creative Execution

Mission of the ad is to deliver “When smokers need a cigarette to relax, they did not know that smoking is not likely to help them relax but causes osteoporosis.”. Therefore, we use smoke float to compose loose bones, in the way of X-ray photos of spinal, carpal, and pelvis bones which are most prone to osteoporosis. We made these X-ray photos and mail to those who are real smokers in the city. Their names are printed on the photos to convince them that smoking is harmful to their bones, and help them to make up their mind to quit.

Describe the creative solution to the brief/objective.

Mission of the ad is to deliver “When smokers need a cigarette to relax, they did not know that smoking is not likely to help them relax but causes osteoporosis.”. Therefore, we use smoke float to compose loose bones, in the way of X-ray photos of spinal, carpal, and pelvis bones which are most prone to osteoporosis. We made these X-ray photos and mail to those who are real smokers in the city. Their names are printed on the photos to convince them that smoking is harmful to their bones, and help them to make up their mind to quit.

Results

Mission of the ad is to deliver “When smokers need a cigarette to relax, they did not know that smoking is not likely to help them relax but causes osteoporosis.”. Therefore, we use smoke float to compose loose bones, in the way of X-ray photos of spinal, carpal, and pelvis bones which are most prone to osteoporosis. We made these X-ray photos and mail to those who are real smokers in the city. Their names are printed on the photos to convince them that smoking is harmful to their bones, and help them to make up their mind to quit.