THE ASK :

Convince youth (11-17) and young adults (18-24) in Florida to stop or never start using nicotine.

So, we created a series disguised as a reality competition show, with one core message.

How unbearably embarrassing it is to be addicted to nicotine.

Get:

Media obsessed & social status obsessed 13-17 year olds…

To:

Realize that nicotine (Zyns, Vapes) robs them of their social currency…

By:

Stealthily planting the idea that nicotine in all forms is the opposite of cool—redefining what’s socially desirable.