INPES: ATTRACTION

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages

Advertiser: INPES

Product/Service: ANTI-SMOKING CAMPAIGN

Agency: DDB PARIS

Date of First Appearance: Nov 17 2010

Entrant Company: DDB PARIS, FRANCE

Entry URL: http://www.ddbparis-campaignsonline.com/Attraction/

Executive Creative Director: Alexandre Hervé (DDB Paris)

Creative Director/Art Director/Copywriter: Alexander Kalchev/Siavosh Zabeti (DDB Paris)

Integrated Producer: Guillaume Cossou (DDB Paris)

Board Account Director: Orane Faivre de Condé (DDB Paris)

Account Director: Mathieu Roux/Fabien Donnay (DDB Paris)

Account Executive: Vanessa Emsallem (DDB Paris)

Music Producer: Jerome Alquier (THE)

Sound Mix: Raphael Fruchard (THE)

Music Producer: Mathieu Gazier (Ekler’o’shock)

Voice Director: Clement Reynaud (Studio 5)

Interactive Director: Anrick Bregman/Takayoshi Kishimoto (Unit9)

Technical Director: Yates Buckley (Unit9)

Developer: David Hartono/Anggie Bratadinata/Domenico Gemoli/Herdiansah/Erika Trioschi (Unit9)

Producer: Piero Frescobaldi/Sam Becker/Roxanne Nazrudeen (Unit9)

Additional Sound Design: Steve Nolan (Unit9)

Director/Animation Director: Koji Morimoto (Studio 4C)

Producer: Eiko Tanaka/Reiko Mori/Yuko Iritani (Studio 4C)

Key Animation: Atsuko Fukushima (Studio 4C)

Colour Design: Yuko Nojiri (Studio 4C)

Ink & Paint: Yu Sato (Studio 4C)

Media placement: Website - Blogs, Yahoo, Beezik - 15. November 2010



Insights, Strategy & the Idea

40% of 11-15 year olds smoke in France and hundreds of thousands start smoking every year. The French Ministry of Health asked us to raise awareness about tobacco companies manipulating today’s youth. Our target audience were the kids that hadn’t started smoking yet and were potential subjects of this manipulation.



Anti-smoking is a very difficult message to communicate to a teen audience. The youth is not inclined to listen to any official government message, dismissing it as patronising. So, instead of using a very harsh communication we decided to speak in a familiar voice that would convey our message in a way that French adolescents would share with one another.



We wanted to connect with the youth instead of just lecturing them.

With France being the second largest market for Japanese animation, we created “Attraction”, a 10 minute interactive anime that speaks to our target without being patronising.



Creative Execution

To reach the expectations of teens who grow up with anime, we worked with KOJI MORIMOTO, director of the Animatrix and animation director on the infamous AKIRA.

Using the anime format, we integrated the message in the story, making it much more a part of the young people’s world.

The website was supported by video projections of the experience in schools, a banner campaign and targeted seeding.



Results and Effectiveness

Our target spent an average of 10 minutes on the experience, with over 500,000 unique visitors. We received widespread national media coverage and a global reach.

Reviews of the experience have been overwhelming, teenagers felt

that the message was told in a very compelling way and didn’t feel patronising.