With tobacco advertising going into grey and dark markets, BAT's vape device - VUSE needed something big and bold to stand out against the already saturated UAE vaping market.

 

Our idea? To do what Dubai loves the most - throw a Yacht Party. A really BIG one. We got the biggest yacht in the Marina and decked it out in everything VUSE. The yacht set sail on race day at the Abu Dhabi F1 and docked where the whole boat got the best view of the race while partying their lungs off. Oh yeah, we got Usher to perform too.