One Leaves
One Leaves is an anti smoking ad targeted towards teens disguised as a video game.
For every four teenagers who smoke cigarettes, only one will ever manage to escape addiction. To bring this disturbing statistic to life, The Real Cost, in partnership with Xbox, developed One Leaves, a free, downloadable game that allows teenagers to experience these horrible odds firsthand.
One Leaves was introduced to the masses in a terrifying live action trailer featuring 4 teenagers desperately trying to escape a real life version of the game.
The trailer drove viewers to the official game website where they were able to download the game.
In the game, players are placed in a grim metaphor for nicotine addiction, where they have to race against the odds and navigate a haunted labyrinth to find their way out.
After just a month, One Leaves was downloaded over a half million times and racked up over 100,000 hours of game play, while simultaneously providing teens with a sobering look at the development of cigarette addiction.
Awards
2019 Clio
Silver, Branded Entertainment & Content (Health & Wellness)
2019 Cannes Lions
Shortlisted, Branded Content & Entertainment
2020 One Show
Merit, Branded Entertainment
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