Forty percent of 11-15 year olds smoked in France. A standard PSA would reach no one. So we partnered with director Koji Morimoto – animation director of Akira and The Animatrix, working with his Studio 4°C – to produce something that had never existed before: the world’s first interactive anime.
France is the world’s second-largest market for Japanese animation. The target audience grew up with it. Attraction speaks in their language, without condescension or urgency. The 10-minute film follows three Tokyo teenagers through six chapters. Motion-tracking via webcam allows the viewer to interact with the film physically-leaning, moving – while Facebook integration personalises the experience.
The technology was built in collaboration with Unit9.
The campaign launched in 2010 to communicate INPES’s message about tobacco companies manipulating young people. It did not lecture. It seduced -and then inverted the seduction.
Forty percent of French 11–15 year olds smoked before the campaign. Attraction drove record engagement with INPES anti–tobacco messaging across digital, broadcast and social.
