CTRL Alt Del
Client: AdCouncil
Message: Vaping makes you stupid.
Insight: We hate being manipulated.
Big Idea: You think you’re using it. But it’s using you.
Art Director: Chon Kei Chan
Instructor: Mel White
3 Print Ads
3 Digital Ads
A public Wi-Fi login screen in a smoke-free cafeteria. Instead of a typical terms and conditions agreement, it reveals a long, brutally honest list of what you’re really signing up for when you vape — brain fog, cravings, loss of focus, and the illusion of choice. The checkbox is already ticked, the fine print scrolls endlessly, and most users will skip it, just like they skip real vape warnings. It looks harmless and familiar — which is exactly how addiction works.
