The Brief
The Canadian Centre on Substance Abuse asked us to create an awareness campaign around how specific drugs can affect the growing brains of teenagers. But this was more than awareness. To talk to this audience, we had to speak their language and arm them with knowledge through an entertaining and engaging game experience that didn't suck. No pressure.
Client: The Canadian Centre on Substance Abuse
Scope: Campaign, interactive game, OOH
Scope: Campaign, interactive game, OOH
• The website received critical acclaim
• Successfully educated youth about drug awareness
• Earned a FWA award
• Successfully educated youth about drug awareness
• Earned a FWA award
X-periment With Drugs
Research showed how hard it was to reach this target. To break through we turned a drug awareness campaign into a satirical interactive game. The idea was to enable kids to experiment with drugs -- without really experimenting with drugs. The experience had to be entertaining, interactive and slightly uncomfortable.
Your guinea pig is a disembodied eyeball named 'Earl.' Play games like "Toss the Cheesy," and everyone's favourite, "Poke the Eye Ball Until It Pukes." The user can feed our little buddy a plethora of drugs to see the effects, and be educated in an entertaining way. Print and digital subway boards were also created to support the campaign.
Your guinea pig is a disembodied eyeball named 'Earl.' Play games like "Toss the Cheesy," and everyone's favourite, "Poke the Eye Ball Until It Pukes." The user can feed our little buddy a plethora of drugs to see the effects, and be educated in an entertaining way. Print and digital subway boards were also created to support the campaign.
