The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Interactive, Online & Mobile

Behind the pack

Agency TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt

Client Alliance contre le tabac


Augmented, Virtual & Mixed Reality (AR, VR, MR)

Annual ID


About the Work

Smoking causes cancer, smoking causes heart attacks, smoking can make you sterile... Smoking kills. Everyone knows that But there is something that smokers do not know, and that is that smoking also kills the 1,300,000 children who are exploited in tobacco fields. These children are out of school and for the most part, suffering from green tobacco disease, since they absorb the equivalent of 50 cigarettes through skin in contact with tobacco leaves. A toxic exposure which consumes them little by little. To denounce this practice of the tobacco industry and raise awareness, we hacked the 3,000,000,000 packs of cigarettes sold in France each year to create 3,000,000,000 screens, thanks to augmented reality and the “#Derrièrelepaquet” (“#Behindthepack”) Snapchat filter. That's 3,000,000,000 cigarette packs transformed into a real media. The messages and visuals of cigarette packets are diverted and give way to the testimonies of children who are exploited, out of school, or sick, because of the tobacco industry. Testimonials with a strong prevention message: “Smoking kills children.”

2022 Awards

Total Points: 3




TBWA\Paris / Boulogne-Billancourt

Music / Sound Production Company

\ELSE / Boulogne-Billancourt


Marion Catellin

Executive Creative Director

Benjamin Marchal
Faustin Claverie

Account Manager

Pierre Rebourseau

Campaign & partnership Manager

Sarrah El Fersaoui

Communication Dircetor

Charlotte Dekkers

Digital Art Director

Clémentine Espinel

Director of development

Hugo Cabrit

Editing & motion design

Nicolas Duval

Head of music & sound

Olivier Lefebvre

Music art director

Ferdinand Huet
Thomas Jacquet

Technology Director

Ivan Zindovic

Visual researcher

Sarah Al Dabaghy

Web Developer

Sidney Bourgalle

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