The Brief
"See through the Haze" was developed to challenge the widespread belief among under-40s that vaping is harmless. The campaign aimed to cut through rising social acceptance by revealing the hidden dangers in vapour.
Vaping had become normalised and even glamorised, especially among younger audiences. We needed to shift perception by making the invisible risks visible, without losing visual impact or credibility.
The Solution
Our creative executions showed toxic substances lurking within vapour clouds, delivering a striking visual metaphor for unseen harm.
At the same time, we stripped the aesthetic appeal from vaping to confront its growing cultural coolness head-on.
Outdoor
Radio
The Outcome
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