We told parents we put nicotine in their kid’s ice cream (we didn’t really). They freaked. Our point? If it’s not okay in ice cream, how come nicotine’s okay in kid friendly flavoured vape products? Just twelve days after The Heart and Stroke Foundation launched the campaign, Juul - the largest vape marketer in the country - pulled their flavoured vapes in Canada sighting public pressure and specifically, our campaign. Win.

 

Role: Writer, Creative Director and Director

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