Extra
/
360 Campaign
/ About the project
Extra wants to reposition as an accessible wellness tool for Gen Z.
With teens trying vaping as early as 13, many seek escape but get stuck in a cycle of short-term fixes. Let’s offer a pocket-friendly toolkit to support vape withdrawal and end the cycle.
/ Credits
Art Direction:
Elizabeth Phelps, Sarah Croibier
Copywriting:
Ali Manning
Photography:
Sarah Croibier
Most cravings fade after 35 days, so we created a 35-stick pack as a physical countdown to quitting vaping. Each day, take a piece, mark your progress with the sticker from the wrapper, and use the prompts inside to help rewire.
Chew to the beat with songs that are 137bpm, scientifically proven to increase endorphin production.
The Good News! wrapper is a small reminder that not everything is fucking horrible.
The Origami wrapper will reduce blood pressure and keep your hands busy.
Dynamic social posts that break up the scroll by providing a moment of rhythm and chews.
The most common place to purchase a vape. We will present teens with an ultimatum when they enter the store and reward them on their exit.
Bathrooms are a common place for teens to vape. We'll strategically position disposal boxes that will dispense gum when triggered.
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