CLIENT
The Real Cost
COPYWRITER
Will Thorpe
CHALLENGE
Increase awareness about the addiction risks of vaping among teens through an influencer-led campaign.
IDEA
We’ll launch an influencer-led campaign that grabs the attention of teen gamers and their love of retro tech to teach them about the effects of nicotine addiction.
THE PUFF PET
A tamagotchi-esque gadget, meant to emulate the disruption nicotine addiction brings to your life.
HOW IT WORKS
We will launch the puff pet by challenging streamers to stream with their friends and play the game Chained Together.
THE GAME
Clips from the stream will be posted across all platforms, showing the highlights and instances where the Puff Pet was causing havoc and disappointment.
SOCIAL LAUNCH
POST-STREAM
We’ll make the puff pet available to everyone.
Here’s what the screen will look like for gamers caught with the puff pet mid-game!!