INPES - "Toxic-corp"

FCB Paris

FCB Paris Paris, France

Awards

4179

This ad is part of the ACT Responsible Collection

Brand: INPES
Country: France

Advertiser: Institut National de Prévention & d'Education pour la Santé

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	55 seconds
Market	France
Director	Stephan Prehn
Copywriter	Marchand Dominique
Art Director	Allirol Jean Michel
Account Director	Luc Bourgery
Creative Director	Thomas Stern