There’s a new video game on XBox. It’s called Only One Leaves. It’s as harrowing as horror gets. It aims to terrify teens. And it was created by an advertising agency – FCB New York. It’s an ad – for FDA.
It’s a metaphor for cigarette addiction.
This game targets youth ages 12-17 who are either open to trying cigarettes or are already experimenting. In the game, teens are transported into a labyrinth from which they will try to escape (and from which only one will emerge). The maze has seemingly no exit in sight. The campaign is part of FCB New York’s The Real Cost youth tobacco prevention campaign.
One Leaves is based on the disturbing statistic that for every four teenagers who smoke cigarettes in high school, three will continue smoking well into adulthood, even if they try to quit. Put another way: For every four who enter…only One Leaves.
Like any big game launch, a riveting trailer was a must. So FCB collaborated with award-winning director, Darren Aronofsky, to create a trailer, digital and social content in the vein of popular, found-footage horror movies, to tease One Leaves where the competition for eyeballs is fierce.
FCB and FDA are also partnering with a mega-influencer, Tyler “Ninja” Blevins, and one of the most popular gamers in the world to further fuel the Xbox game and drive downloads – particularly within the gaming community.
“This game is part high school, part hospital and part hell,” stated Gary Resch, FCB New York executive vice president & executive creative director. “Our mission, alongside FDA, was to deliver the potent ‘3 out of 4’ addiction statistic in a truly provocative and experiential way.”
The Real Cost was first developed by FCB in 2014. It has successfully prevented nearly 350,000 youth from smoking cigarettes, and for each at-risk teen prevented from becoming a smoker, there is $181,000 in cost savings. The campaign has, therefore, averted more than $31 billion in future medical costs to date.
“For many teens, cigarette addiction is something that happens to older smokers. The power of One Leaves is that it reframes addiction in a way that’s more immediate and relatable to those teens,” Suzanne Santiago, FCB New York executive vice president & group management director added. “If you play with cigarettes, you will get trapped.”
The new campaign follows the One Leaves virtual experience – a real-life experience in the form of an intense escape room at the 2019 Winter X Games. The full campaign consists of social, online radio, banner ads, custom units and online takeovers.
Agency: FCB New York
Chief Creative Officer: Ari Halper
EVP, Executive Creative Director: Gary Resch
Senior Art Director: James Meiser
Senior Copywriter: Cecile Robertshaw
Executive Producer: Stacy Flaum
EVP, Group Management Director: Suzanne Santiago
Account Management: Dimas Adiwiyoto, Jared Shell, Earl Adams Mallika Rao, Ally Morrow & Katie O’Hara
Project Manager: Shantal Gonzalez
Digital Partnership: Initiative
Manager, Digital Partnerships: Lindsay Gilfeather
Associate Director, Broadcast Partnerships: Erin Hourihan
Negotiator, Digital Partnerships: Meegan Scally
Managing Director: Dan Tighe
Production Company: Chromista
Director: Darren Aronofsky
Director of Photography: Matthew Libatique
Executive Producers: Sandy Haddad, Ted Robbins (also Line Producer) & Scott Franklin
Director, Office of Health Communication and Education: Kathy Crosby
Deputy Director, Office of Health Communication and Education: April Brubach
Director, Division of Public Health & Education: Gem Benoza
Supervisory Health Communications Specialist: Michael Murray
Health Communications Specialist: Emily D’Iorio
Tobacco Regulatory Science Fellow: Karina Jimenez-Donovan