Depression Stick

Gen-Z is living through some seriously depressing times. So it's no surprise that vaping has skyrocketed as their #1 coping mechanism. But what they don’t realize is the thing they're using to cope with depression, is actually making it worse.

To make people think Depression Stick was real, we created fake product videos.

We even sent a Depression Stick “executive” undercover to see if people would still work with vape companies if they knew the truth about vaping. SPOILER ALERT: They wouldn’t.

All of the depressingly long hours to make this campaign were worth it when it was awarded the Grand Effie for Creative Effectiveness in 2023.