Created as a pitch-winning campaign platform, The Experiment repositioned Vype’s menthol range around discovery, individuality and self-expression, encouraging consumers to explore the full spectrum of mint flavours to find the one that fit them best.

Grounded in audience insight, the campaign recognised that Vype’s target consumers saw themselves as independent, creatively driven individuals looking for brands that reflected experimentation, personal identity and modern culture. Inspired by this mindset, we developed an urban, culture-led campaign world spanning gaming, music creation, mindfulness and digital art, blending physical and digital experiences designed to encourage audiences to engage, create and explore on their own terms.

Rather than focusing purely on product, the campaign positioned experimentation itself as the experience, transforming flavour discovery into a wider expression of creativity, curiosity and personal choice.

Creative Direction across campaign concept, brand world creation and experiential rollout.