Monolith is a multi-format campaign in support of the UK Government's legislation to ban single-use vapes. Leveraging cutting-edge storytelling technology, it aims to counter the "greenwashing" narratives propagated by the tobacco industries and demonstrate the true environmental impact of disposable vapes.
The campaign's conceptual centrepiece is a location-based, city-scale AR experience that visualises the amount of vapes thrown away in a single week in the UK at life-size: 5 Million. This experience can be accessed via physical installations and QR codes located at 5 high traffic iconic sites around London. Each of these physical access points is coupled with informational content on the background of the campaign and a recycling stations for disposable vapes. Offering an easily accessible and shareable AR experience the campaign aims to inspire user-generated content, where visitors and users share their personal experience and augmented reality content on their socials.
As vaping and its environmental impacts extend beyond the UK to Europe and the wider Western world, Monolith is designed as a blueprint to be implemented across European borders. By adapting the campaign for each country based on the respective statistics of weekly trashed disposable vapes, our goal is to influence government legislation in Germany, France, Italy, and Spain, and ideally, to advocate for an EU-wide ban on this harmful product.