PORTRAITS

Short List
TitlePORTRAITS
ClientTHAI HEALTH PROMOTION AUTHORITY
Product / ServiceSMOKING CESSATION
CategoryC03. Screens & Events
EntrantSAATCHI & SAATCHI Singapore, SINGAPORE
Idea Creation SAATCHI & SAATCHI Singapore, SINGAPORE
Production PURPLELAB Singapore, SINGAPORE
Production 2 THE RABBIT HOLE Singapore, SINGAPORE

Brief Explanation

Gory, diseased, photographic close ups were introduced on cigarette packs to repel smokers at a visceral, visual level - by replacing branding with gruesome imagery of the possible effects of smoking. There’s only one problem. Over an extended period of time, they stopped working. If seeing a diseased organ or body part wasn’t persuasive enough anymore, could we make a composite of all of those images, to show the horrific effect that each pack had on the body – the cumulative effect of smoking? The campaign launched with the film hosted on the Thai Health website, and Facebook page, as well as Education Centres and Health Centres, 200 sets of posters, as well as digital, display materials, and ads in Thai National press. The campaign is currently still in use by the Thai Health Authority as a targeted piece of communication.

Credits

Name Company Position
Dominic Stallard Saatchi & Saatchi Executive Creative Director
Eric Yeo Saatchi & Saatchi Group Creative Director
Eric Yeo Saatchi & Saatchi Group Creative Director
Jeremy Chia Saatchi & Saatchi Creative Director
Jeremy Chia Saatchi & Saatchi Creative Director
Fajar Kurnia Saatchi & Saatchi Creative Director
Fajar Kurnia Saatchi & Saatchi Creative Director
Oğuzcan Kağanoğuzbeyoğlu Saatchi & Saatchi Art Director
Daryl Goh Saatchi & Saatchi Account Director
Qianhui Guay Saatchi & Saatchi Account Executive
Terry Ong Saatchi & Saatchi Studio Manager
Esther Yue Saatchi & Saatchi Chief Operations Director
Sling Ng Directors Think Tank Director
Rajay Singh Directors Think Tank Producer
Nuntawat Chaipornkaew Saatchi & Saatchi Executive Creative Director
Pat Singh Directors Think Tank Producer
Heng Tek Nam Directors Think Tank Production Art Director
Affandi Directors Think Tank Editor
Siew Tee Directors Think Tank DOP Lighting Cameraman
Julian Oh Directors Think Tank DOP Lighting Cameraman