INPES Film, Digital ATTRACTION by DDB Paris

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Industry Anti-smoking
Media Film, Digital, Interactive & Mobile
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Art Director Marefumi Niibayashi
Producer Sam Becker, Piero Frescobaldi, Roxanne Nazrudeen, Reiko Mori
Released November 2010

Credits & Description

Category: Animation
Advertiser: INPES
Date of First Appearance: Nov 17 2010
Entry URL:
Music Producer: Mathieu Gazier (Ekler’o’shock)
Voice Director: Clement Reynaud (Studio 5)
Interactive Director: Anrick Bregman/Takayoshi Kishimoto (Unit9)
Technical Director: Yates Buckley (Unit9)
Developer: David Hartono/Anggie Bratadinata/Domenico Gemoli/Herdiansah/Erika Trioschi (Unit9)
Producer: Piero Frescobaldi/Sam Becker/Roxanne Nazrudeen (Unit9)
Additional Sound Design: Steve Nolan (Unit9)
Producer: Reiko Mori (TYO Production)
Director/Animation Director: Koji Morimoto (Studio 4C)
CEO/Animation Producer: Eiko Tanaka (Studio 4C)
Art Director: Marefumi Niibayashi (Studio 4C)
CG Director: Yusuke Takase (Studio 4C)
Executive Creative Director: Alexandre Hervé (DDB Paris)
Creative Director/Art Director/Copywriter: Alexander Kalchev/Siavosh Zabeti (DDB Paris)
Integrated Producer: Guillaume Cossou (DDB Paris)
Board Account Director: Orane Faivre de Condé (DDB Paris)
Account Director: Mathieu Roux/Fabien Donnay (DDB Paris)
Account Executive: Vanessa Emsallem (DDB Paris)
Music Producer: Jerome Alquier (THE)
Sound Mix: Raphael Fruchard (THE)
Key Animation: Atsuko Fukushima (Studio 4C)
Colour Stylist: Yuko Nojiri (Studio 4C)

English Synopsis
The French Ministry of Health asked us to raise awareness about tobacco companies manipulating today's youth, a very difficult message to communicate to a teen audience.
France, being the second largest market for Japanese animation, created "Attraction", an interactive anime that speaks to our target in a very familiar voice. To reach the expectations of teens who grow up with anime, we worked with KOJI MORIMGTO, director of the Animatrix and animation director on the infamous AKIRA.
Our target spent an average of 10 minutes on the experience, with over 400,000 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 patronising.