3 out of 4 teens who start smoking stay smokers well into adulthood. To tell this fact to teenagers who normally aren’t very receptive to government PSA messaging, we decided to talk to them where they would listen: on Xbox. We created a game in partnership with Xbox, with the sole purpose of telling this fact through a multi-player maze that only One Leaves. The world’s biggest gamer, Ninja, liked our message and decided he’d help us out by doing a feature on it, that was live-streamed to over a million fans on Twitch.
Credits: ACDs: Laszlo Szloboda, Akos Papp Senior Creatives: James Meiser, Cecile Robertshaw ECD: Gary Resch CCO: Ari Halper FCB NY, 2019