Body by Crystal Meth

Crystal Methamphetamine super labs exploded onto the scene in West coast and Rocky Mountain states giving adolescents easy access to the deadly drug. Teen fatalities were on the rise and previous ad campaigns were unable to slow its growing popularity. 

Ugly Is Worse Than Death - We discovered a litany of ugly side effects that scared teens more than the risk of death. Teens believed they were invincible. Vanity was far more motivating than the risk of dying. 

Calvin Klein On Meth - We created a twisted version of the sexiest print/OOH campaign in recent history. Same gorgeous models in alluring poses but with gruesome physical side effects from Meth. Upon closer inspection the hot teen models sported rotted teeth, open sores, burned lips.

Result: The “Body By Crystal Meth” campaign sparked the nickname “the ugly drug.” Meth trial by adolescents dropped significantly over the next 2 years. PDFA heralded our campaign as the most effective in their history.