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.
Category
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID
OS22_IN072M
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.”
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
Merit
Credits
Agency
TBWA\Paris / Boulogne-Billancourt
Music / Sound Production Company
\ELSE / Boulogne-Billancourt
Art Director
Cyrielle Declarey
Pauline Sénéchault
Director
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
Related Awards
