About 3% of teens consider abusing over-the-counter cough medicine containing DXM (also known as "Robotripping"). We tapped into a simple insight — before they try it they search online to see what getting high on DXM is like. Our strategy was to create a hyper-targeted campaign — driving curious teens to an app where they can see the effects of the drug for themselves.
Welcome to DXM Labworks.
Role
Creative Direction
Art Direction
RECOGNITION
2016 Effie Awards Bronze — Disease Awareness & Education: Advocacy
2016 Effie Awards Bronze — Small Budgets - Services
2015 FWA Mobile of the Day
2015 Webby Awards Honoree
Mashable
CNET
The Drum
PocketMeta
Little Black Book
Marketing Land