Grey Thailand and Mum Films’ work continues for the Thai Health Promotion Foundation’s 2025 anti e-cigarette initiative, Good Looking Doesn’t Mean Harmless.
After launching a series of 30-second spots that unmasked the candy flavours of e-cigarettes and lolly-style packaging of vape pods to present their danger, Grey and Mum Films have launched a two-minute fantasy world, a nirvana for teens populated by sweet characters. The world turns nasty when the characters’ e-cigarette identities are revealed.
The campaign aims to strip away the idea that vaping is harmless because it looks “sweet” or “cool” and encourage teens to priorities their health.
Credits:
Client: Thai Health Promotion Foundation
Agency: Grey Thailand
Chief Creative Officer: Sompat Trisadikun
Creative Director: Charnpanu Suchaxaya
Art Director: Atisak Waiprib
Copywriter: Surangkhanang Posri
Group Account Director: Nattida Sangchai
Agency Producer: Ruangkanjana Aiamrit
Production Company: Mum Films
Director: Suthon Petchsuwan
Executive Producer: Pattarajitr Trakarnkate
Producer: Nara Montrkul Na Ayudhya
Assistant Director: Chairat Piriyawattanakul
Production Manager: Sumittra kudcharoen
DOP: Worawoot Sukasem
Post Production Company: Time Lapse Post Production
