The insight we had was that Juuling is so addictive, to the point of it becoming a verb amongst the Generation Z, that users often times feel like it is becoming a physical part of them. Like glue in their palms. They take it to the bathroom, to school, to the gym and everywhere they go. Thus we wanted to show users and potential users alike that this new trend will have long term implications in their lives and while it is hard to quit an addiction; they can do it.
