TRUTH INITIATIVE - Breath of Stress Air


For years, the tobacco industry has told teens that vaping is a great way to relax. But in reality, vaping nicotine actually increases feelings of stress and anxiety.

So we wanted to show them that what they think is chilling them out is actually stressing them out.

It’s a Breath of Stress Air.

Creatives: Brian Marcolini, Tim Kang, Sasyk Mihal, Camilo De Galofre, Yula Ye, Damian Antonio, Ilana Wolstien
Leadership: Mo Said, Jono Paul
Strategy: Nitin Dua, Rachelle Avila
Made in collaboration with Buck