Film Craft / Bronze

Título: The Reasons
Agência: Alma DDB
Anunciante: Tobacco Free Florida

Diretor de criação: Luis Miguel Messianu, Alvar Suñol, Jorge Murillo, Monserrat Valera

Produtor da agência: Michelle Headley, Mimi Cossio

Atendimento: Elizabeth McCarthy, Claudia Rodriguez

Outros créditos: Tamara Sotelo (Strategic Planning), 2150 Editorial – Lorenzo Bombicci (Editor), Jeff Sternberger (Editor), Mike Coe (Editor)

Sinopse: In Florida, the most rural areas of the state have significantly higher smoking rates. While many live paycheck to paycheck, work long shifts, have multiple jobs, and struggle to pay basic necessity bills, they often spend thousands of dollars a year on cigarettes. Smoking has become their release. It is a necessity, a reward, a breath of fresh air. They are also surrounded by other smokers, which makes them smoke even more. Even though they spend money they don’t really have on cigarettes and would like a better, healthier life, they still can’t find the strength to quit.

Produtora: Tool of North America – Floyd Russ, Mark Hall

Diretor: Victor Magro