An early adopter of the vaping system, 5 Colors e-cigarettes come in a range of fruit flavours; apple, blueberry, grape, peach and strawberry. They contain no smoke, nicotine, tobacco or tar.

With conventional smoking banned in public spaces, the e-cigarettes have the attraction of being legal for indoor use, saving users the trouble of standing in the cold and rain outside pubs, clubs, restaurants and workplaces.

I sketched concepts around the strong appeal of indoor use

An alternative concept was about conversations that are had inside, whilst smokers go outside for a cigarette and miss out.

The ads had the supporting taglines “remember when…” and “well I guess there’s always next time”.