THE BRIEF_

FOR MANY TEENS IN AMERICA, DIPPING AND SMOKELESS TOBACCO IS A PART OF LIFE AND OFTEN A RIGHT OF PASSAGE, AND MANY ARE UNAWARE OF THE DANGERS OF DIPPING.

WHAT WE DID_

TEENS WHO USE DIP HAVE A DIY MENTALITY AND THE LOVE OF TOOLS THAT GOES WITH IT. TO ATTRACT THEIR ATTENTION AND WARN THEM ABOUT THE DANGERS OF DIP, WE CREATED A BRAND OF TOOLS. WHAT AT FIRST SEEMS LIKE A COOL, NEW BRAND QUICKLY REVEALS ITSELF TO BE ONE THEY WANT NOTHING TO DO WITH.