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Behind the Pack

by ACT

The campaign hacked 3 billion cigarette packs in France using augmented reality to expose the exploitation of 1.3 million children in tobacco fields, delivering their stories directly to smokers via Snapchat. By transforming cigarette pack visuals into media screens displaying children’s testimonies, the initiative aimed to shock and educate the younger generation, who are less responsive to traditional anti-smoking messages. This innovative approach garnered significant engagement, with the Snapchat filter viewed 3 million times and used by over 1 million people within 10 days, amplifying awareness of the dark realities behind the tobacco industry.

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    Behind the Pack filter camera

    . This is new augmented reality filter Behind the Pack belonging to snapchat ar filters. This ar filter has the number 395861. It comes from our ar face filters and has interactive elements. If you want to own ar filter feel free to contact us!