There are cooler ways to die
The only absolute Truth in life is death. The way we choose to live is often how we die. You can wither away into your grave at the hands of big tobacco, or you can go out swinging with flare and passion. Truth Initiative believes you should live a much cooler life so you can die a much cooler death.
SMOKE’S FATALITY
Mortal Kombat’s unique Fatality moves showcase some of the coolest ways to die. To contrast the epicness, Truth Initiative is introducing the first boring, pathetic, and self-inflicted Fatality. In the 2024 gameplay, the character Smoke will now vape himself to death any time his opponents successfully complete their Fatality move.
DEATH EXAMINERS
This new YouTube show features forensic pathologists as they investigate the coolest deaths across the country—passing on their legacies as a reminder to take advantage of the moments we have on this earth.
COOLER MONUMENTS
Truth Initiative is building legendary statues near popular designated smoking areas, memorializing not real people but the ways in which they could die.
SEND YOUR VAPES TO HELL
This social campaign invites people to kill their vapes in the coolest ways possible. The best ones gain free entry to the event below.
Truth x Redbull PRESENT: THE DEATH GAMES
You’ve already seen how regular people destroy their vapes. Now’s the chance to watch the pros do it. The newly sober Steve-O from Jackass is hosting a new traveling festival where the most badass stunt performers find the most badass ways to obliterate vapes across the country.
CW/Concept/Creative Direction: Jesse Kronengold
AD: Jeremy Jones