TRUTH INITIATIVE - AStressMR
TVC / SOCIAL / WEBSITE
As a follow up to our Breath of Stress Air campaign,we wanted to double down on the fact that the thing Gen Z thinks is chilling them out (their vapes) is actually stressing them out.
So we created AStressMR, fully looping videos that combined the can’t-look-away nature of ASMR, with the stressful vibes from your vape.
They’re the only vaping ads you’ll want to watch 30 times in a row!
Vaping Nicotine, It’s a Breath of Stress Air.
Creatives: Brian Marcolini
Leadership: Taylor Marsh
Strategy: Nitin Dua, Rachelle Avila
Made in collaboration with Strange Beast