A three part magazine advertisement that emphasizes that idea that “cocaine is like committing suicide.” Each ad brutally parallels cocaine to an act of suicide, whether it is electrocuting oneself, wrist cutting, or waiting on the train tracks.
As a guerilla approach for Cocaine Anonymous advertisement, we decided to take Pacman, and re-create it as Crackman. Crackman will be carried out as a free traditional arcade game, strategically placed in large areas such as Dave & Busters, Gameworks, and ESPN Zone as well as smaller locations such as pool halls and local bars aiming at young adults. The goal of Crackman is to show people that cocaine is a highly addictive stimulant, and that even with one line, results may be fatal. According to the National Survey on Drug Use and Health, more than 34 million Americans 12 years and older have used cocaine at least once in their lifetime, and 1 out of every 4 Americans ages 26 through 34 have used the drug.
Crackman is a faux video game that always ends with “pacman” dying after a line of cocaine, never really giving the player a chance to start the actual game, giving them the impression that there might be something wrong or defective with the game. After the third try, the pop-up window will be provided with statistics and info about Cocaine Anonymous.
Team project with Reese Panganiban.
All content © Dustin Rinehart 2011