DDB Paris creates a 10 minute interactive film to raise awareness about tobacco companies manipulating today's youth. 40% of 11-15 year olds smoke in France and hundreds of thousands start smoking every year. Instead of using a very harsh communication we decided to speak in a familiar voice and create a japanese anime that would convey our message in a way that french adolescents would share between each other. In the very early stages of production we involved digital production company UNIT9 and japanese animation company Studio4C. Together with their director Koji Morimoto, who worked on Akira and Animatrix, we created a seamless interactive anime that was made especially for the internet. Working hand in hand we were able to develop the interactions in a way that has never been done before, and allowed us to fully integrate the animation and interactive assets. After 12 months of hard work, the project was launched in cinemas, rich-media banners, projected on the walls of french high schools and was featured on major french TV channels.

This professional campaign titled 'Attraction' was published in France in December, 2010. It was created for the brand: Association de défence contre le tabac, by ad agency: DDB. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 13 years ago.


Advertising agency: DDB, Paris, France
Executive Creative Director: Alexandre Hervé
Creative Director: Siavosh Zabeti, Alexander Kalchev
Copywriter: Alexander Kalchev, Siavosh Zabeti
Art Director: Siavosh Zabeti, Alexander Kalchev
Integrated Producer: Guillaume Cossou
Board account Director: Orane Faivre de Condé
Account Director: Mathieu Roux, Fabien Donnay
Account Executive: Vanessa Emsallem
Sound Production Company: THE
Original Score: Danger, Fred Avril
Music Producers: Jerome Alquier, THE & Mathieu Gazier, Ekler’o’shock
Sound Mix: Raphael Fruchard
Voice recording: Studio 5
Voice director: Clement Reynaud
Interactive Production Company: Unit9
Interactive Director: Anrick Bregman & Takayoshi Kishimoto
Technical Director: Yates Buckley
Lead Developer: David Hartono
Developers: David Hartono, Anggie Bratadinata, Domenico Gemoli, Herdiansah, Erika Trioschi
Additional sound design: Steve Nolan
Executive Producer: Piero Frescobaldi
Producers: Sam Becker, Roxanne Nazrudeen
Animation Production Company: Studio 4C
Director: Koji Morimoto
Animation Director: Koji Morimoto
Executive Producer: Eiko Tanaka
Key Animation: Atsuko Fukushima
Colour Design: Yuko Nojiri
Ink & Paint: Yu Sato
Producer TYO: Reiko Mori, Yuko Iritani


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