LONDON, UNITED KINGDOM — Publicis London has teamed up with wellness brand Ripple+ to launch a campaign that’s as arresting as it is thought-provoking. Enter Breathable Bullet, a campaign that literally breathes life into the invisible danger lurking in illegal vapes.
The premise is simple: What if you could see the toxic threat you inhale?
At the heart of the campaign is a hauntingly poetic creation—a microscopic bullet, sculpted from 56.8 micrograms of lead, the exact amount found in a single illegal vape. Measuring just 300 micrometres wide, this breathable bullet is more than a scientific marvel, it’s a visceral symbol of the unseen harm infiltrating millions of lungs every day.
Crafted in collaboration with physicists at a top UK university using precision-focused ion beam technology, the bullet is a literal embodiment of the campaign’s message: every puff of an illegal vape could be a shot to your health.
The agency has created a powerful 60 second film which dramatises the creation process of the ‘breathable bullet’, through production house Arts & Sciences. Directed by Quentin Deronzier, renowned for his music videos for artists like Drake and The Weeknd, the dark, dramatic film calls attention to the severe health risks associated with lead poisoning.
Shot in a desaturated colour palette and set against an atmospheric track HC Shiver, the film depicts the meticulous process of deconstructing an illegal vape and creating the microscopic lead bullet. The agency has artistically brought microscopic lead particles to life to further emphasise the harmful effects of lead poisoning, such as high blood pressure and reproductive issues.
The film concludes with a dramatic gunshot sound which signifies the construction of the ‘breathable bullet’ and conveys its fatal impact. The film will be distributed across Ripple+’s social channels, running across organic and paid social.
Supplementing fly-posters displayed at various locations across London feature clinical and striking visuals of the lead bullet, paired with sleek images of Ripple+’s aroma diffusers. Shot by photographer Jonathan Knowles, the visuals highlight the contrast between the harmful content of illegal vapes and the purity of Ripple+’s products, which are nicotine-free and made of 100% natural ingredients. Ripple+ is stocked in over 1350 shops worldwide, including Harrods, Selfridges and Sainsburys.
Noel Bunting, Chief Creative Officer, Publicis London, said: “People have long discussed the toxic ingredients in vapes, yet more awareness is needed about the dangers of illegal, unregulated options. The symbolism of crafting a real bullet—an object synonymous with death and danger—entirely from materials found in these vapes creates a stark and relatable reminder. It simplifies the issue, cutting through the distraction of bright colours and fruity flavours to expose the real risk.”
Lucie Beecham, Ripple+ Co-founder, said: “The ‘Breathable Bullet’ is a powerful piece of work that stops you in your tracks. Partnering with Publicis London on this eye-opening campaign, we aim to educate users on the harmful effects of illegal vapes while showcasing Ripple⁺ as a responsible alternative in a highly impactful way.”
CREDITS
Campaign Title: ‘The Breathable Bullet’
Creative Agency: Publicis London
Creative Director: Rhys Hughes
Creative Director: Barret Helander
Chief Creative Officer: Noel Bunting
Chief Operating Officer: Trent Patterson
Group Business Director & Head of New Business: Jamie Longstreet
Senior Growth Manager: Emma Tacon
(Former) Chief production officer: Colin Hickson
Head of Production: Megan O’Hagan
Production Assistant: Beatrice Icke
Business Affairs: Madeleine Neve
Director: Quentin Derozier
EP/MD: James Bland
Producer: Kwok Yau
Director of Photography: Deon Van Zyl
Talent: Zain Quereshi
Bullet Photographer: Jonathan Knowles
Bullet Photography Producer: Emma Harrower
Physicists: Dr James Gott & Dr Geoff West
Retoucher: Mark Wesley
Edit: Final Cut
Editor: Ed Cheesman
Edit Producer: Nikki Porter
Post Production: Daydreamer
2D Lead: Polly Gwinnett
2D: Yanru Yin
Motion Designer: Dave Haupt
3D Lead: Matt Fuller
3D: Alejandro Morote, Mala Lal
Media Assist: Jake Day
EP: Chris Allen
Producer: Eliza Light
Sound House: 750mph
Sound Engineer: Matt Valentine
Sound Producer: Tara O’Kelly
Grade: Black Kite
Colourist: Rich Fearon
Colour Producer: Jamie McCubbin
Music Supervision: Ronnie Olubayo / Theodore Music
