Over 15 million North Americans currently suffer from a gambling addiction. Unfortunately, most suffer alone. This pattern of secrecy and withdrawal has caused it to be coined “the isolating addiction.” To highlight this, we created a campaign that only speaks to you when you’re alone. Using infrared motion and facial-tracking technology, ordinary-looking ads come to life to reveal they’ve been struggling with gambling. Allowing the viewer to experience that isolation, while connecting those struggling with the support they need.

Creative Directors: Nellie Kim, Chris Hirsch

Writer: Ariel Riske

Art Director: Emma Wathan

DIRECTOR: OLIVIER STAUB