The Overview

Our ‘See Through the Haze’ campaign was designed to dispel misperceptions around the harmlessness of vaping amongst the ever-growing tide of vapers aged under 40. The creative opportunity we found was to both visually convey the fact that poisons are present in vapour in a simple way, and at the same time deglamourise the visual ‘cool’ of vapour clouds.

The Work



Hand holding a vape with smoke forming the outline of hazardous chemicals in the background.

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See All Work