Really interesting new campaign by Ogilvy Asia. From a psychology viewpoint, I find it fascinating the reaction the adults have.
Everyone of them is visibly shocked at first and then upset.
Definitely a risky exercise, but an impactful one. I love how they got their target market to actually verbalise the message without any prompting. Every one of those people knew the dangers of smoking, were actively discouraging the children from smoking and yet were standing there with a lit smoke in their hand.
The campaign proved to the consumers that they know better. So why do it?
That kind of wake up call is immeasurable.