Pitch winning response that led to a full campaign roll out. The ‘Experiment’ campaign celebrated the full repertoire of mint flavoured vapes available through Vype encouraging consumers to final their perfect menthol flavour. Establishing an urban identity that appealed to the target audience and encouraged them to experiment with the product and multiple appealing partnerships including: gaming, mindfulness, music creation and art through digital and physical experiences. We understood that the audience were inherently ‘independent creatives’ and were looking for brands and products that support these traits.