For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.
Creative agency Fischer & Fala wanted a way to demonstrate the dangers involved in smoking, not just for one's own health, but the health of others as well. To coincide with the anti-smoking laws coming into effect in Sao Paulo, it decided to put passive smoking to the test -- the sunflower test.
Two sunflowers were placed next to each other in glass cubicles. Both were kept in identical conditions, receiving an equal amount of light, ventilation and water. The difference, however, was that one sunflower was forced to passively smoke a cigarette each day for a week. A dedicated website was set up with live webcams so that users could follow the progress of the two plants, with a Twitter feed also set up to encourage debate.
~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.