The following year we wanted to leverage the success of the previous year’s campaign but took on board the learnings regarding to public acceptance of the campaign and structured it in a targeted way, whilst still using Outdoor to provide the mass coverage that the brand required.

We created a series of tongue in cheek posters that parodied summer holidays of a  bygone era and used those …

… to signpost our audience to the real ads.

The campaign successfully walked the tightrope of a hard hitting (entirely appropriate and appreciated by the core target audience) and delivering a mainstream campaign which continued to drove awareness of the Club 18-30 brand and position it as the ubiquitous youth holiday.  Most importantly it never took itself too seriously.




D&AD – 2 Golds