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Truth Initiative launches spoof brand to highlight dangers of vaping
Creative Inspiration
Truth Initiative launches spoof brand to highlight dangers of vaping
The US public health non-profit aims to help young people understand the effects that vaping can have on mental health via fake brand Depression Stick!
Creative Inspiration
Truth Initiative launches spoof brand to highlight dangers of vaping
The US public health non-profit aims to help young people understand the effects that vaping can have on mental health via fake brand Depression Stick!
By Eliza Williams 21/09/2021
The campaign, created by independent agency Mojo Supermarket, is part of the long-running anti-tobacco campaign Truth, and involved the creation of a brand identity, packaging and advertising to sell Depression Stick!, a new brand in the style of other products such as Juul, Vuse, blu, Logic and Njoy, the leading e-cigarette brands popular among young people.
The intention is to highlight how nicotine can contribute to mental health issues, and via a set of ads airing across the US, including on a Times Square billboard in New York, “be the first e-cigarette company to honestly admit vaping nicotine can amplify feelings of depression and anxiety”. Creative Inspiration
Truth Initiative launches spoof brand to highlight dangers of vaping
The US public health non-profit aims to help young people understand the effects that vaping can have on mental health via fake brand Depression Stick!
By Eliza Williams 21/09/2021
The campaign, created by independent agency Mojo Supermarket, is part of the long-running anti-tobacco campaign Truth, and involved the creation of a brand identity, packaging and advertising to sell Depression Stick!, a new brand in the style of other products such as Juul, Vuse, blu, Logic and Njoy, the leading e-cigarette brands popular among young people.
The intention is to highlight how nicotine can contribute to mental health issues, and via a set of ads airing across the US, including on a Times Square billboard in New York, “be the first e-cigarette company to honestly admit vaping nicotine can amplify feelings of depression and anxiety”.
As well as the branding and ads, the campaign includes a series of documentary-style films where Craig, the fictional VP of marketing at Depression Stick!, tries to convince influencers, ad agencies and the manager of a gas station store to sell Depression Stick!
UK readers may be reminded of Chris Morris’ spoof drugs story Cake on Brass Eye, where figures from light entertainment including Noel Edmonds and Bernard Manning were shown in the hyperbolic news report. Here no influencers or ad creatives were fooled however, and instead they reject working on marketing the supposed new vape brand.
Moar: https://www.creativereview.co.uk/truth-initiative-vape-brand-depression-stick/
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