Vape Industries – using the image of a vape as the letter “I”. Vape Industries pushes the use of vapes and e-ciggarettes as a healthier option to smoking. Their tagline “Changing Perception” portrays their motive of improving the lives of current smokers whilst creating a friendlier reputation around vape culture.
Two mates sit around a campfire, one holding a vape (left) and one smoking a cigarette (right). The motorbike helmets symbolise their reckless sense of youth. The vape-ing man says to the smoking man “You know those cigarettes will kill you one day, right?”. The smoking man chuckles and says jokingly “Yeah, but you know they won’t kill me”.
Hospital Scene (60 years later) – The vape-ing man (left) walks in to visit his smoker friend (right) on his deathbed. The vape-ing man still looks youthful and has his head of hair, whilst the smoker has lost his hair due to cancer treatment. They spend their last few moments together and lament their time together. The vape-ing man asks his friend “Remember what you said all those years ago?” The smoking man says somberly “ Yeah I guess all those cigarettes finally caught up to me”.
CreaSean 
Hi Sean,
I really like your story. It seems like you are using anti-smoking advertising campaign to bring out the advantages of smoking vape. To me, the first impression after watching the scenes, I actually do feel frighten a bit. It really makes me start to think that – luckily I don’t smoke both of them. And I was also thinking, if I were to choose, I would choose smoking vape over cigarette, after watching the scenes. It sort of link the connection between cigarette and death, while vape is link to healthy life.
The story is great and the way of how you do the legos is also very easy to understand. I believe if this advertisement was released, it would actually scare cigarette smokers, as well as those who (especially youth) are thinking of trying to smoke cigarette.
I think that this advertisment is good not only because it brings out the advantage of vaping over cigarette, but it can also be used as an anti-smoking campaign. As research has found that anti-smoking advertising campaign is the one of the most effective ways in reducing adolescent smoking.
The only thing that I think you could improve on is that maybe you can make another scene of what have happened to the vape smoker afterwards (i.e., live long and still healthy). I guess this scene could also attract more people to smoke vape instead of cigarette.
Best,
Jessica
u5928953
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Hey Sean!
Starting off with your logo, I like that you created a two dimensional logo with lego pieces, which can represent how dynamic their brand is. I also like the slogan you have used, as it also sets the theme of your storyboard advertisement. It is evident that there is a clear message to this advertisement. This is comparing the differentiating effects these two forms of smoking. In the beginning, you build brand salience, as the smoker does not believe he will get affected by the cigarettes like the rest of the statistics. This is the way many people feel, especially when they are at a young age, as they do not believe they will stay hooked on it for their whole lives. As you cut to the future and show the fact the man is still smoking, and thus dying from cancer do to his habit, it will evoke the response aspect of Keller’s Brand Theory Model, and spark the feelings component. This is seen as this sick, dying man, is looking at a man who simply chose a different, however similar path to him, and was not experiencing the issues that he was. This would evoke many feelings in consumers, as they can see the direct long term effect smoking has, and the alternative that can potentially save your life. This feeling is furthered through imagery, as one can see the health in the vaper, as they have a full head of hair, while the smoker had to go through chemotherapy.
Thanks,
Auroni Ahmed
u6461786
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Hey Sean，
I really like this storyboard. The opening scene uses a black background to make the logo and slogan stand out, which impresses the consumer and defines the theme of the entire storyboard. The use of vape as the letter “I” not only makes the logo very vivid, but also gives consumers a first impression of the product. This story uses a contrast statement. One person smokes a traditional cigarette and one smokes an electronic cigarette. When they are old, the person who smokes the electronic cigarette is still healthy, but the person who smokes the traditional cigarette has already entered the hospital. The strong contrast highlights the benefits of e-cigarettes, and the different situations of people can also evoke the feeling of consumers.
In addition, the text narrative is further able to touch the consumers’ hearts. In scene 1, the text tells that the story characters are two young people, and the young man who smokes the traditional cigarette does not think it can cause huge harm to himself. This is also the psychological state of many people who smoke traditional cigarettes – the danger of looking down on traditional cigarettes. Because of the same mental state, consumers can easily resonate with the story character and substitute themselves into the story. As a result, the different results of people who smoke different kind of cigarettes in scene 2 impressing consumers.
This is an impressive storyboard that uses contrasting characters in the story and incorporates the possible psychological state of the target market, allowing consumers to easily incorporate their emotions into the storyboard. Good job!
Yixue Zeng (u6176388)
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