To educate teenagers about how addictive tobacco is, we created something fitting: an addictive mobile game.
Players had to control an illustrated brain between two chains of nicotine molecules, and the more the brain touched the molecules,the harder it became to control it - just like in real life. The game was easy to lose, to make sure kids keep trying - and that our message comes across at the end.
Senior Art Director: Akos Papp
Copywriter: Laszlo Szloboda
Executive Creative Director: Gary Resch
FCB NY, 2016