_{DDB Brussels - Conception, sketches, character design, 3D modelling direction, direction for all media applications, brand activation}

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For the "Kom op Tegen Kanker" (all against cancer) association, we were asked to create a campaign aimed at discouraging young people from smoking, while at the same time informing them of the dangers of cigarettes.

Every day, more and more teenagers start smoking, and the reason:
Cigarettes don't scare them!

But what if the harmful effects of smoking were to come to life? Even going so far as to spoil them in a field they're particularly fond of: video games?

That's why we've brought Smokezilla, a deadly, toxic creature, to life.

This disgusting monster, integrated into Fortnite, is made up of the most noxious substances found in cigarettes, causing players to suffer its disastrous effects.
It ruins your stamina with its toxic breath, burns you with its cigarette fingers, traps you in its sticky tar puddles and steals your equipment.

Smokezilla is therefore extremely difficult to defeat alone... Just like cigarette addiction... But together, it's a different matter!

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• Campaign of the week Media Marketing

• Press release