Like a game of Risk, the Santa Casa de Misericordia de Sao Paulo ad campaign outlines an invasion tactic that is more deadly than it first appears. Instead of traditional militia attempting to conquer a new country, the print ads illustrate an attack on health. Cigarette, smoke and tobacco launch everything they have on a person's heart, brain and lung in order for a fatal take over.
Conceived and executed by the Young and Rubicam ad agency branch based in Sao Paulo, Brazil, the Santa Casa de Misericordia de Sao Paulo ad campaign was art directed by Felipe Pavani with creative direction by Rui Branquinh. The illustrations by Gabriel Bueno give new context to the dangers of smoking.