This teen anti-vaping campaign marked the first collaboration with Public Health’s Healthy Living and Health Protection divisions, bringing together education and enforcement in a unified message. Leading our creative team, we developed a bold visual approach using vivid colours and striking, front-facing portraits of teens with their faces obscured by smoke—symbolizing the hidden risks of vaping. Paired with animated videos and memorable taglines, the creative ran across YouTube as pre-roll ads, social media, and on bus shelters placed strategically near local high schools. The campaign ran successfully for two years and later informed the next phase of creative, which took an edgier approach while nodding back to this concept through the use of moving smoke clouds.