JWT Brazil has been creating some unusual ad campaigns for the AC Camargo Cancer Center in São Paulo of late. Its latest stunt saw them organise a choir made up of laryngectomy patients, to help raise awareness about the dangers of smoking.
The choir recently gave an unexpected performance at the São Paulo Museum of Art. The audience were expecting the São Paulo University Choir, one of the most famous in the city, but instead the choir of recovering cancer patients came on stage to perform two Beatles songs. All had lost their vocal chords due to smoking and used prostheses and other methods to sing. At the end they held up a banner encouraging the audience to quit smoking. The film below documents the performance:
This is the most recent campaign from JWT Brazil for the cancer centre. A previous campaign about breast cancer, which we covered in CR here, saw graffiti featuring bare breasts in the city covered with new artworks that showed the breasts as if removed due to a mastectomy operation. Stickers were then placed next to the adapted artworks promoting the AC Camargo Cancer Center.
Both these campaigns rely on YouTube, as well as blogs and websites, to spread their messages to a wider audience. By generating PR through these clever, unexpected stunts, they potentially reach a far more people – for less money – than conventional advertising would allow.