Worried the government might come for your e-cigarette device? Three agency creatives say they’ve created the perfect place to hide it where no U.S. official would dare touch it: inside a handgun.
The Vape Case, “modeled after the innocent and ubiquitous shape of a handgun” to hold flavored vaping supplies, is a 3-D printed project from three anonymous New York ad agency employees who say they wanted to make “a statement on the regulatory hypocrisy in the current government.” But it’s also a functional schematic that you can download and print.
When President Donald Trump said earlier this month that he supported a crackdown on vaping to keep it out of the hands of children and teens, many critics called the typically anti-regulatory president a hypocrite for ignoring proposed gun reforms that could reduce the likelihood of mass shootings.
The national conversation around vaping has picked up momentum ever since, with some major broadcasters announcing they would drop all e-cigarette ads and, today, vape brand Juul suspending most of its U.S. advertising.
While lacking the mainstream exposure of some of these dramatic gestures, the Vape Case aims to take a more subversive approach in shifting the dialogue back to gun control.
“The whole thought behind the Vape Case was that the regulations proposed by the government regarding vapes are essentially recognizing it as a greater and more pressing threat to the safety of U.S. citizens than guns—making the shape of a gun less ‘threatening’ than a vape,” one of the anonymous Vape Case creators tells Adweek via email.
The three creatives behind the goal isn’t to defend vaping but rather to put the spotlight on the more consistently deadly issue of gun violence.
“None of us actually vape,” the creative says. “So the project was intended just to make people consider the government’s priorities with regards to policy right now.”
The Vape Case project is reminiscent of FCB Chicago’s 2017 “Teddy Gun” effort, which designed a gun shaped like a teddy bear in hopes that it would be regulated at the higher level of a toy than that of a firearm. Asked if that was an inspiration, the Vape Case creator who emailed Adweek said: “We weren’t familiar with the Teddy Gun. But we like the idea.”
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