The French Ministry of Health commissioned us to create a campaign to warn teens about the danger of smoking. The target was 13-17 year old French teenagers, the second largest anime community in the world after Japan. Our strategy was to create a campaign in the style of what they love and tell young people in their own language how manipulative Big Tobacco can be.
We created "Attraction", a 15 minute interactive anime, directed by world famous anime director Koji Morimoto (Akira, Animatrix, Memories). UNIT9 orchestrated the production, developing a fluid experience blurring the boundaries between the interactions and story.
"Attraction" became quite a hit an incredible 90% rate of people who stayed for the entire 15 minute experience.