Take care,

wherever you are

Take care, wherever
you are

A campaign for IQ-initiativet

Holiday dreams and hangovers

In our latest work together with IQ we use the swedish holiday dream as fuel – that fraudulent image of the perfect vacation that we create and maintain together. It might have started with typical holiday ads, but today we are all complicit. We snap pictures into our feed and our stories. Perfectly wrinkled shirts, perfectly empty beaches. We aim the camera, adjusts and edits.

We show the frozen strawberry daiquiri, but maybe not every beer, every sip of wine, the shots at 03:42. We edit out fights, vomits, and that stupid thing we said to the waiter. In the dream holiday the consequences of alcohol are rarely given any thought. But thought they need – at least if we want to be better at taking care of ourselves and those around us.

We show the frozen strawberry daiquiri, but maybe not every beer, every sip of wine, the shots at 03:42. We edit out fights, vomits, and that stupid thing we said to the waiter. In the dream holiday the consequences of alcohol are rarely given any thought. But thought they need – at least if we want to be better at taking care of ourselves and those around us.

Bits & pieces

The campaign lived most of its life on social media. Beside a myriad of versions of the movie, cut and adapted to each medium and context, we also created polls and tips, easily digested on Facebook and Instagram. We also collaborated with influencers, giving them a mission: use the #tbt hashtag to take your audience back in time, to a holiday picture where you are posing, drink in hand. But this time, we urged them to tell that other side of the same story – about that unnecessary fight after one too many drinks, or that time when they jumped into an empty pool.