The rate of e-cigarette use is highest among young adults aged 18-24 at 11%. E-cigarettes contain harmful chemicals, including nicotine, heavy metals, and volatile organic compounds. We teamed up with CVS to share the facts about the long-term effects of vaping. CVS has been an advocate of helping reduce the usage of vaping for years. In 2014, they stopped selling over-the-counter cigarettes. Today, they continue to fight the good fight to stop the spread of e-cigarette usage.

To grab Gen Z’s attention (read: keep them from scrolling), we had Joel Courtney do a bunch of random, high-energy stuff—just long enough to sneak in a message about e-cigs. The concept was intentionally chaotic, the timeline was 48 hours, and somehow… it worked. Here’s what we made

Work:

• Video treatment

• Strategy

• Creative direction