On July 7, 2009 the Anti-Smoking Law went into effect in São Paulo. It banned smoking in places such as bars, restaurants and nightclubs. On the same day Once Upon a Time an Ashtray Project was launched. We invited restaurants, bars and nightclubs to donate their ashtrays. Great artists transformed these objects into works of art. The works were exhibited in establishments that donated the ashtrays. All works produced by the project were sold and the value was fully passed on to the Cancer Foundation.