Truth - "Depression Stick"
In their previous campaign, the Truth Initiative teamed up with Mojo Supermarket to call a vape what it is: a Depression Stick. For the next stage of Depression Stick, Truth wanted to communicate a simple fact: vaping nicotine can amplify feelings of depression and anxiety. That’s pretty f*cked up.
But how do you tell gen z something without it sounding preachy or cringe? You make the ads just as f*cked up as the truth. Enter Depression Stick TV — a world of bite-sized content as weird and uncomfortable as the truth about vaping. Each 15-second video allowed us to repeat our fact in a way that felt interesting every time and blended in to the chaotic world of teen FYPs. Mister directed all of the live action videos and teamed up with BlinkInk to create the rest of the chaotic universe using claymation, puppets and CG.