Title | Toxic-corp |
Title (original language) | Toxic-corp (anglais) |
Agency | FCB Paris |
Campaign | Toxic Corp - INPES |
Advertiser | Institut National de Prévention & d'Education pour la Santé |
Brand | INPES |
Date of First Broadcast/Publication | 2006 / 6 |
Product | Anti-Tobbaco Campaign |
Product (original language) | Campagne anti-tabac |
Business Sector | Anti-Drug/Alcohol/Tobacco Message |
Story | Convince young smokers that they are manipulated by the Tobacco industry. Concet Toxic corp is selling a product that kill one out of every two smokers; they need new consumers in order to replace them. |
Philosophy | The first, to show the risk of dying due to smoking (one out of two smokers). The second, to show the cynicism of the tobacco industry, as they desperately are looking for new customers in order to replace their old ones who die because of their smoking habits. The web site is the cornerstone of the campaign and young people are able to discover by themselves, the various strategies that the tobacco industry is using through real and authentic documents from the big tobacco companies. |
Problem | Convince young smokers that they are manipulated by the Tobacco Industry. |
Result | Currently : 310 000 visits on the web site and more than 50 000 egistrations. We have more that one million viewed pages. The French advertising most view on Youtube (82 744) and Dailymotion (93367). |
Media Type | Television |
Length | |
Market | France |
Director | Stephan Prehn |
Copywriter | Marchand Dominique |
Art Director | Allirol Jean Michel |
Account Director | Luc Bourgery |
Creative Director | Thomas Stern |