Arts & Sciences, Publicis London, and Ripple+ Highlight the Hidden Dangers of Unregulated Vapes

Would you inhale a bullet?

That’s the chilling question at the heart of creative advertising agency Publicis London’s latest awareness campaign.“The Breathable Bullet” exposes the toxic reality of illegal vapes and the potential business risks for retailers.

In collaboration with nicotine-free aromatherapy diffuser brand Ripple+, the agency has crafted a microscopic bullet entirely from the lead found in a single illegal vape.

This visually highlights the severe health risks consumers unknowingly inhale.

The campaign comes as reports indicate that up to one-third of vapes sold in the U.K. fail to meet safety regulations, with some containing hazardous ingredients like lead.

Working alongside physicists at a leading U.K. university, Publicis London created a 0.3-millimeter bullet from 56.8 micrograms of lead, matching the amount present in one illegal vape.

At the heart of the campaign is a dramatic 60-second film, produced in partnership with Arts & Sciences and directed by Quentin Deronzier, known for his work with Drake and The Weeknd.

The campaign extends beyond the film, with fly-posters displayed across London featuring clinical images of the lead bullet alongside Ripple+’s nicotine-free aroma diffusers.

Head to DesignRush for more.