31 YEARS CELEBRATING THE POWER OF IDEAS
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SELECT WINNERS YEAR
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Corporate Name of Client: Thai Health Promotion Authority
Client Account Director: Supatnuj Sorndamrih
Agency Account Executive: Qianhui Guay
Agency Account Director: Daryl Goh
Agency: Saatchi & Saatchi, Singapore
Chief Creative Officer: Dominic Stallard
Executive Creative Director: Dominic Stallard
Group Creative Director: Eric Yeo
Creative Directors: Jeremy Chia/Fajar Kurnia
Copywriter: Jeremy Chia
Art Directors: Oğuzcan Kağanoğuzbeyoğlu/Fajar Kurnia/Eric Yeo
Head of Production: Esther Yue
Agency Producer: Terry Ong
Photography Studio: Purple Lab, Singapore
Photographer: Yang Tan
Retoucher: The Rabbit Hole
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 200 sets of posters, ads in Thai National press, as well as digital, video, and display materials. The campaign is currently still in use by the Thai Health Authority as a targeted piece of communication.