We turned an anti-drug message into a choose-your-own-adventure — because helping teens make better choices starts with letting them explore the consequences.
CLIENT
NCADA
AGENCY
Dentsu SG
CATEGORY
Integrated campaign
Art direction • UI/UX
About
the project
Our challenge
Telling teens to “just say no” doesn’t cut it anymore. In a world where choices aren’t black and white, scare tactics feel out of touch, and easy to ignore.
What we did
We gave them something to say yes to — HIGH, Singapore’s first interactive anti-drug film. Told in a Bandersnatch-style format with four possible endings, the story lets youths explore the highs and lows of drug use on their own terms. No preaching or sugarcoating. Just raw choices, real consequences, and a story designed to get them talking.
We took the message beyond the posters with an Instagram filter on @highsg. Using an anaglyph lens, people could uncover both sides of a drug’s impact: the highs and the lows. By shifting their view, static visuals revealed another side of the story, making the message more personal, shareable and harder to ignore.
The results
Over 35K visited the microsite on launch day, with 11% returning to explore alternate endings. The OOH posters drove 2,240 scans. HIGH has since been rolled out in schools nationwide as official drug education material.
Smooth Scroll
This will hide itself!
This will hide itself!
Every High Ends With A Low
OVERVIEW
We turned an anti-drug message into a choose-your-own-adventure — because helping teens make better choices starts with letting them explore the consequences.
CLIENT
NCADA
AGENCY
Dentsu SG
CATEGORY
Integrated campaign
Art direction • UI/UX
About
the project
Our challenge
Telling teens to “just say no” doesn’t cut it anymore. In a world where choices aren’t black and white, scare tactics feel out of touch, and easy to ignore.
What we did
We gave them something to say yes to — HIGH, Singapore’s first interactive anti-drug film. Told in a Bandersnatch-style format with four possible endings, the story lets youths explore the highs and lows of drug use on their own terms. No preaching or sugarcoating. Just raw choices, real consequences, and a story designed to get them talking.
We took the message beyond the posters with an Instagram filter on @highsg. Using an anaglyph lens, people could uncover both sides of a drug’s impact: the highs and the lows. By shifting their view, static visuals revealed another side of the story, making the message more personal, shareable and harder to ignore.
The results
Over 35K visited the microsite on launch day, with 11% returning to explore alternate endings. The OOH posters drove 2,240 scans. HIGH has since been rolled out in schools nationwide as official drug education material.
Smooth Scroll
This will hide itself!
This will hide itself!
Every High Ends With A Low
OVERVIEW
We turned an anti-drug message into a choose-your-own-adventure — because helping teens make better choices starts with letting them explore the consequences.
CLIENT
NCADA
AGENCY
Dentsu SG
CATEGORY
Integrated campaign
Art direction • UI/UX
About
the project
Our challenge
Telling teens to “just say no” doesn’t cut it anymore. In a world where choices aren’t black and white, scare tactics feel out of touch, and easy to ignore.
What we did
We gave them something to say yes to — HIGH, Singapore’s first interactive anti-drug film. Told in a Bandersnatch-style format with four possible endings, the story lets youths explore the highs and lows of drug use on their own terms. No preaching or sugarcoating. Just raw choices, real consequences, and a story designed to get them talking.
We took the message beyond the posters with an Instagram filter on @highsg. Using an anaglyph lens, people could uncover both sides of a drug’s impact: the highs and the lows. By shifting their view, static visuals revealed another side of the story, making the message more personal, shareable and harder to ignore.
The results
Over 35K visited the microsite on launch day, with 11% returning to explore alternate endings. The OOH posters drove 2,240 scans. HIGH has since been rolled out in schools nationwide as official drug education material.
Smooth Scroll
This will hide itself!
This will hide itself!