John Gabor Szalay
Creative Director + Art Director
We partnered with popular therapist influencers to seed the the Toxic Therapist. They brought their expertise & unique point of view helping Gen-Z understand nicotine through debunks, Q&A, and stitches garnering 248.7K organic views.
To deliver on the CTA we created an immersive website that mimicked the look & feel of the campaign. With an amazing 71% engagement rate it offered up tips and tricks for dealing with nicotine addiction. For teens ready to quit we drove to our text based cessation program “This is Quitting”.
Teasers for the campaign lived outside vape shops in target cities.
Recognize our vape’s voice? Read on. Capitalizing on the equity of the Rick & Morty character actually paid off, teens loved it. I love that he says, “it is probably one of the strangest characters he’s ever played”.
