The Overview

The powerful attraction and peer pressure surrounding vaping for young people is almost impossible to counteract. In order to get through the barriers, we decided to use vape industry tactics in our favour. These videos were designed to look like vape ads targeting young people, which then switched to reveal the true nature and hidden harms of the product.

The Work



A mobile screen shows the text 'it's time to clear the air about vapes'
Three mobile screens of the Clear The Air website

You may also like

Midland Brick - Build Brick. Build Forever.

Midland Brick - Build Brick. Build Forever.

Road Safety Commission - Enforcement Campaign

LiveLighter - Reverse

LiveLighter - Activation

Think Mental Health - Find Your Way to Okay

Make Smoking History - Sounds Like Campaign

See All Work