"VAPING IS KINDA SAD. YOU'RE NOT."
Description
This campaign titled "Vaping is kinda sad" is a humorous, irony-filled counter-ad created by BAAS DIGITAL for the NGO W4O Hellas to raise awareness about the hollow appeal of vaping. Aimed at teens aged 12–18 in Greece, it speaks their language: meme-able, fun, and self-aware.
Its center-piece, PUFFN'POOF®, a fake vape product line, paints vaping as a disgusting habit. Through quirky copy and playful visuals, the campaign nudges teens to reflect, not by lecturing, but by resonating with their instinct to question everything.
In a mixed-media logic, all illustrations were custom-built in 2D to reflect authentic Gen Z personas and were composited into AI-generated urban backdrops created with Midjourney AI. Styling and character aesthetics are also Midjourney-curated, drawing inspiration from contemporary fashion editorials and streetwear brands.
Avoiding moralism, the campaign uses a subtle "wake-up" approach that fits the skepticism of its audience. The final line "Vaping is kinda sad. You're not." is purposely casual, designed to stick, to be shared, and to be reused across future formats.
This professional campaign titled '"VAPING IS KINDA SAD. YOU'RE NOT."' was published in Greece in August, 2025. It was created for the brand: W4O Hellas, by ad agency: BAAS DIGITAL. This Digital and Print media campaign is related to the Other industry and contains 2 media assets. It was submitted 3 months ago by Managing Director: Panayiotis Kazanis of BAAS DIGITAL.
Credits
Advertising Agency: BAAS DIGITAL, Athens, Greece
Chief Creative Officer: Nikos Vlahoyiannis
Art Directors: Dimitris Tsiatas, Dimitris Anapliotis, Natalia Caponi
Copywriter: Natalia Caponi
Graphic Designers: Dimitris Tsiatas, Dimitris Anapliotis
Illustrator: Natalia Caponi
Motion Designer: John Roussis
Strategy Director: Patty Georgopoulou
Media Director: Panayiotis Kazanis
Account Managers: Andriana Papageorgiou, Barbara Kotidou
