The Bem Ser Integrative Health ad campaign cleverly likens the addictive powers of cigarettes to the grip Dictators have over whole nations. Illustrated on the burnt out cigs are such undemocratic rulers as Adolf Hitler, Fidel Castro and Kim Jong-il. To better convey its clever meaning, the print ads read, “Your health deserves freedom.”
Conceived and executed by dim&canzian, an ad agency based in São Paulo, Brasil, the Bem Ser Integrative Health ad campaign is quite clean and simple except for the cigarettes, which brings even more attention to them. It was art directed by Ale Parme with creative direction by Michele Dim D’Ippolito, Gabriel Araujo and Bruno Salgueiro. Flavio Luiz Nogueira illustrated the dictator characters.