While creative director at Tribal DDB I led the new business effort to win The Partnership at Drugfree.org DXM (Robotripping) account.
Abuse of cough syrup is on the rise among teenagers. Instead of trying to curb that trend by creating preachy television commercials, we decided to reach them through an intense peer-to-peer social campaign. Recently launched dxmstories.com is the hub of the campaign. The website uses HTML5 and video to deliver information to the audience in a creative and engaging way. In phase 2 the website will be updated with documentary style real video stories.
Personalized dynamic Facebook and Youtube stories (launching in June 2012) will drive users to dxmstories.com to learn about the effects of robotripping.
Production by BKWLD. Directed by Ariel Schulman and Henry Joost (Catfish, Paranormal Activity 3).