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Kishi
Takayoshi Kishimoto. Creative Direction, Film Direction, Interactive.
Attraction (2010)
For INPES / DDB Paris
The French Ministry of Health commissioned us to create a campaign that warns teens about the danger of smoking.
The target was 13-17 year French teens, the second largest anime community in the world after Japan. Our strategy was to create a campaign in the style of what they love and tell young people in their own language how
So we created "Attraction", a 15 minute interactive anime, directed by the famous anime director Koji Morimoto of Studio 4°C and Animatrix fame. UNIT9 orchestrated the production, developing a fluid experience blurring the boundaries between the interactions and story.
"Attraction" became quite a hit with more than 500 thousand people visiting the site.
But even more importantly, we had an incredible 90% rate of people who stayed for the entire 15 minute experience.
Cannes Lions 2011 - Silver
SXSW Interactive - Shortlisted