For the spectacular launch of a new brand of electronic cigarettes we came up with the brand's collaboration with the youth radio station Studio 21. As part of the project we created a legend inspired by the popular videogame GTA, released a limited-edition collection of devices, and launched a large-scale digital campaign with the top opinion leaders.

The true highlight of this project was a party at 2,200 meters above sea level, attended by more than 1,000 people live, and more than 800,000 watched from the screens of their devices in real time.