Vaping is still seen as a “safer’ alternative to smoking. Plus, it tastes and smells nice. Vapes contain harmful ingredients and toxins – including lead[2].
Some clever creative thinking by Publicis London has found an attention-seizing metaphor for the problem. Publicis London and nicotine-free portable aromatherapy diffuser, Ripple+, have created a ‘breathable bullet’ from the lead content found in just one illegal vape to highlight on the harmful chemicals vapes contain.
While 5.6 million adults in the UK vape, 11% of the adult population[1], it’s estimated that up to one-third of vapes sold in the UK do not pass safety regulations.
Noel Bunting, chief creative officer, Publicis London, stated, “People have long discussed the toxic ingredients in vapes, yet more awareness is needed about the dangers of illegal, unregulated options. The symbolism of crafting a real bullet, an object synonymous with death and danger, entirely from materials found in these vapes creates a stark and relatable reminder. It simplifies the issue, cutting through the distraction of bright colours and fruity flavours to expose the real risk.”
The meticulously crafted bullet, which measures just 0.3 millimetres, or 300 micrometres, in size, was made from 56.8 micrograms of lead – the same amount found in a single illegal vape. The striking symbol was developed in collaboration with physicists at a world-leading, UK-based university using advanced Focused Ion Beam technology to sculpt the bullet from a block of lead.
The agency’s 60-second dark and dramatic campaign film dramatises the creation process of the ‘breathable bullet’, through production house Arts & Sciences, Directed by Quentin Deronzier, renowned for his music videos for artists such as Drake and The Weeknd, the film calls attention to the severe health risks associated with lead poisoning.
Shot in a desaturated colour palette and set against an atmospheric track, HC Shiver, the film depicts the meticulous process of deconstructing an illegal vape and creating the microscopic lead bullet. The agency has artistically brought microscopic lead particles to life to further emphasise the harmful effects of lead poisoning, such as high blood pressure and reproductive issues.
The film concludes with a dramatic gunshot sound that signifies the construction of the ‘breathable bullet’ and conveys its fatal impact. The film will be distributed across Ripple+’s social channels, running across organic and paid social.
The film is supported by fly-posters displayed at various locations across London, that feature clinical and striking visuals of the lead bullet, paired with sleek images of Ripple+’s aroma diffusers. The visuals, shot by photographer Jonathan Knowles, highlight the contrast between the harmful content of illegal vapes and the purity of Ripple+’s products, which are nicotine-free and made of 100% natural ingredients.
1. ‘Use of e-cigarettes (vapes) among adults in Great Britain’, research conducted in 2023 by public health charity Action on Smoking and Health (ASH), which used data collected by Yougov.
2. ‘CTSI statement on current issues relating to the sale of vapes in the UK’, research conducted in 2024, by The Chartered Trading Standards Institute.
Credits:
Creative Agency: Publicis London
Creative Director: Rhys Hughes
Creative Director: Barret Helander
Chief Creative Officer: Noel Bunting
Chief Operating Officer: Trent Patterson
Group Business Director & Head of New Business: Jamie Longstreet
Senior Growth Manager: Emma Tacon
(Former) Chief Production Officer: Colin Hickson
Head of Production: Megan O’Hagan
Production Assistant: Beatrice Icke
Business Affairs: Madeleine Neve
Production Company: Arts & Sciences
Director: Quentin Derozier
Executive Producer & Managing Director: James Bland
Producer: Kwok Yau
Director of Photography: Deon Van Zyl
Bullet Photographer: Jonathan Knowles
Bullet Photography Producer: Emma Harrower
Physicists: Dr James Gott & Dr Geoff West
Retoucher: Mark Wesley
Editing: Final Cut
Editor: Ed Cheesman
Edit Producer: Nikki Porter
Post Production: Daydreamer
2D Lead: Polly Gwinnett
2D: Yanru Yin
Motion Designer: Dave Haupt
3D Lead: Matt Fuller
3D: Alejandro Morote, Mala Lal
Media Assist: Jake Day
Executive Producer: Chris Allen
Producer: Eliza Light
Sound House: 750mph
Sound Engineer: Matt Valentine
Sound Producer: Tara O’Kelly
Grade: Black Kite
Colourist: Rich Fearon
Colour Producer: Jamie McCubbin
Music Supervision: Ronnie Olubayo @ Theodore Music
