HPB: Don’t toy with your life

Vapes today are designed to look innocent—colourful, cute, and packed with fruity flavours that lure in youths. They’re more like blindbox collectibles than something harmful, but what most don’t realise is that every ‘collectible’ is actually a dose of danger.​

So we flipped the script. In our films, we turned the consequences of vaping into the collectibles themselves. We leaned hard into the collectibles aesthetic—bright colours, bold callouts, and all the addictive vibes—but revealed the real cost: disease, addiction, and regret. ​

​And we didn’t stop there. We unboxed this campaign all over Singapore, taking over OOHs islandwide and making sure no one could ignore the real dangers hiding in plain sight. ​