On Boxing Day, Perfect Fools rolls out a brand-new communication universe for Nordic Leisure Travel Group (Ving, Tjäreborg, and Spies). With humor, high relatability, and desperate attempts to avoid checking out, we are breathing new life into a classic idea to create a modern, unified concept for the entire Nordic region.

It’s a feeling we all know: the vacation is coming to an end, the bags need packing, but you simply don't want to leave. This universal insight is the beating heart of the new pan-Nordic concept, "Holidays You Don’t Want to Leave."

In three new commercial films, we follow guests taking extreme measures to cling to their time off. A family tries to barricade their hotel room door with suitcases in hopes of avoiding the staff (and mascots Lollo & Bernie). Meanwhile, other guests hide under sunbeds by the pool, and a man desperately clings to an ancient pillar in a final attempt to avoid going home while his wife searches for him before their farewell dinner.

A Concept Built for the Entire Funnel

This isn't just a traditional advertising push; it is a foundational concept designed to permeate NLTG's entire communication funnel. The ambition is to let the universe live across all touchpoints—from top-level marketing and digital media to product development, service, and internal culture, always with a twinkle in the eye.

The concept was developed by Perfect Fools in close collaboration with the Danish agency Robert/Boisen & Like-minded, who launched the original version in Denmark 20 years ago. Now, together with NLTG's in-house marketing department, Perfect Fools has reimagined the concept from the ground up to fit a modern, pan-Nordic landscape.

For our team, the mission was to honor a strong legacy while building a robust, versatile platform tailored for today's user journeys.

"We are giving the concept new life and a new role: to act as a shared creative platform across the Nordics, in a modern and more product-focused version. We are doing this in a completely different era, where the engaging parts of the universe have many more possibilities, and where the hashtag #holidaysyoudontwanttoleave can generate a massive amount of ownership in digital media," explains Klas Lusth, CEO & Executive Creative Director at Perfect Fools.

A Shared Nordic Voice

For NLTG, the platform is a vital tool to unite Ving, Tjäreborg, and Spies under a shared, recognizable narrative.

"This universe is about much more than just showing the travel products we offer. It's about putting words to something our guests already know: that the best vacations are the ones you don't want to leave. The films are little stories that capture that feeling we all recognize when vacation is nearing its end," says Camilla Everberg, Chief Marketing, Sales & Digital Experience Officer at Ving.

She adds: "At the same time, they are close to the product and show exactly what creates that feeling: the days at our concept hotels where everything is effortless, the rooms with pool access, the on-site guides, and those little moments with Lollo & Bernie. For many, these are symbols of that little extra on vacation that makes it so hard to leave."

"This is the concept for anyone who has ever had the thought of just extending their vacation a day or two," Everberg concludes.