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.

Anti-smoking is a very difficult message to communicate to a teen audience. 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. France being the second largest market for Japanese animation, we created "Attraction", a 10 minute interactive anime that speaks to our target without being patronizing.

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

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 patronized.