This sincere campaign encourages us to fight against

Can you imagine that the packaging perfectly illustrated the effects of the product it contains? Perhaps the question does not seem crazy at first glance, but if we are talking about products such as sweets or alcohol, overflowing sincerity may be counterproductive. With this premise, the disruptive campaign was born that MarketingDirecto.com has been able to admire in situ at one of the stands present at +Cartagena , the great marketing and advertising event in Latin America. Although fictional, the campaign seeks to raise awareness about the type of advertising that awaits brands and consumers if regulations continue to add restrictions on creativity. This is an action framed in the “ The future of brands ” initiative signed by JTI, a company that markets tobacco brands worldwide and has operated in Colombia since 2017.

Through a striking screen at the creative summit of +Cartagena, a video shows what the packaging of chocolate and alcohol brands would be like if they showed the cavities and liver problems Jordan Phone Number List caused by excessive consumption. That is, if they were subject to the same regulations as tobacco, showing explicit images about their extreme consequences. JTI invites brands to show regulators the negative effects that restrictive measures can have on consumers. JTI #Brands , #advertising , #creatives , what if this is the sad (legislative) future that awaits you in your packaging? Seen among the stands here in #mascartagena in Colombia. Danielle Callaghan is 30 years old and a breast cancer patient . The illness arrived after the birth of her first child. It was at that moment that her world fell apart, hearing doctors talk about a “manageable, not curable” cancer .



Even so, Danielle decided to fight like millions of women around the world fight. Breast cancer affects 1 in 8 women throughout their lives. Danielle decided to cut her hair short before gradually losing it during chemotherapy, as many women do. That's where the idea for this campaign arose. The British association 'Against Breast Cancer' gave him the opportunity to do something different - and incredible - with her hair: turn a lock into a diamond, which also became a symbol of her fight. «I wanted my hair to be useful, to be as precious to others as it was to me. Just because I have breast cancer doesn't mean I can't help fight this disease. "The most precious stone in the world will embody my story, my life and the funds raised will help others in their fight," said Danielle.