Brief: Pitch. How do we present Vype as the cooler, smartest, least damaging to your health way of enjoying a smoke?

Campaign: Being an ex-smoker and an occasion vaper, I fundamentally believe that anything that gets people, especially younger people, off cigarettes and on less harming ways to indulge in smoking is a good thing. Or at least that’s how I’ve rationalised this to myself.

But the truth is the insight came from the tension I felt when I accepted this work - that if you’re going to do something, then find the best way to do it. If you’re going to smoke, then find the way that is the least damaging, more flavoursome, more surprising to do it. When you’re curious about the world and wonder why not, you’ll find wonders beyond your imagination. You find ways to get your way.
For the curious, wonder awaits.