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Right to breathe - The interactive storytelling experience
Alwaleed Philantrophies
Designing a new and engaging digital platform for a cause we're all too familiar with.
- Services
Experience design
The Background
Since the introduction of e-cigarettes and the variety of easily accessible vape devices, smoking has gone back to being “cool”.
This has sounded the alarms at the Saudi Ministry of Health, and Alwaleed Philanthropies. As part of their on-going commitment to fight a bad habit in the public, they approached us to help them bring their anti-smoking campaign to life.
The campaign focused on a main character: the bubble man. On a mission to rid himself of his bubble helmet and find some fresh smoke-free air, the bubble man’s story is about what it is like to be a second hand smoker, and the risks that come with.
For that, we sketched out and 3D printed an attachment to hold an air-quality sensor and microprocessor, that measures the air quality in the room and displays it on an LED strip around the helmet.
Our bubbleman was featured wearing this helmet around in public, and in controlled environments, which became the backbone of the campaign’s TVC.
Our involvement in this campaign was two-fold. We first wanted to create an air of credibility to the overall project by inventing and building a fully functioning smoke-detector helmet for our protagonist.
For that, we sketched out and 3D printed an attachment to hold an air-quality sensor and microprocessor, that measures the air quality in the room and displays it on an LED strip around the helmet. Our bubbleman was featured wearing this helmet around in public, and in controlled environments, which became the backbone of the campaign’s TVC.
Our involvement in this campaign was two-fold. We first wanted to create an air of credibility to the overall project by inventing and building a fully functioning smoke-detector helmet for our protagonist.
To further expand the campaign’s reach, we created an AR snapchat lens that transforms the user into the campaign mascot and drive them to share the video outcome or visit the website.
The results
The campaign was a massive success, in terms of reach and shareability. The direct traffic on the campaign website has exceeded the paid one, testifying the effectiveness of our approach.
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