Blow Bubbles, Not Clouds.
Extra wants to reposition itself as a wellness product for Gen Z. How can they become a small yet accessible tool for feeling refreshed?
According to the CDC, the average teen tries vaping at just 13. Fueled by an uncertain world, they seek escape—but vaping traps them in a cycle of short-term fixes that worsen the problem. Long-term mental health solutions feel out of reach, so let’s provide Gen Z with a pocket toolkit for vape withdrawal.
Young Ones Shortlisted 2025
AD + Photography: Sarah Croibier & Elizabeth Phelps (available for hand modeling)
The 35 day pack
Most cravings pass after 35 days.
We will design a 35 stick Extra pack to create a tangible calendar for vaping withdrawal.
Inside the gum wrappers are special tools.
The Tool Wrappers
The Good News! wrapper is a small reminder that not everything is fucking horrible.
The Origami wrapper will reduce blood pressure and keep your hands busy.
The Chew to the Beat wrapper features songs that hit 135bpm, the scientifically proven rhythm to induce serotinin.
OOH
Gas Station
The most common place to purchase a vape.
We will present teens with an ultimatum when they enter the store and reward them on their exit.
School Bathroom Vape Disposal
Bathrooms are the most common place for teens to vape. We will strategically position vape disposal boxes that will dispense gum when triggered.
