Hasta La Creative!

F*ch — a feature of the daring ones.

Aren’t you tired of being criticized or judged for your choices? Whether it is a decision who to love, what to dress, or to start smoking or not… Grape’s team definitely is!

This is why they came out with bold visuals for an advertising campaign of FichLabs’s e-cigarettes of a new generation. While the industry’s biggest producers continue to show the same lifestyle, FichLabs refused to compromise and celebrated the power and bravery of those who do not limit themselves by social paradigms of acceptance. Thus, the campaign was dedicated to rebels who do not care about public condemnation, with the main message being “F*ck it!”, or rather, “F*ch it!”.