Target Audience: Audience is primarily 17-24-year-old male and female equally who are beginning to think about their summer holiday with their mates. many will bei n unrewarding jobs and see their holiday as 2 weeks of escape. Brief: Create a campaign to sustain and refresh the Club 18-30 brand as the youth holiday and increase the brand's visibility using interactive means - something which makes them laugh at work, will lift them and start them thinking about holidays. Creative: An email viral campaign was developed to specifically target the key audience in their workplace with the idea that they forward the execution to their friends and thereby creating word-of-mouth via email. The creative execution is a QuickTime movie showing an innocent 'bunny' in a field eating grass. Suddenly, little 'monsters' appear and devour the bunny. A super then scrolls up the shot and reads: 'Every time someone masturbates, God kills a bunny'. Another super follows and reads "Please go on holiday". A Club 18-30 logo then scrolls up and the movie finishes. The whole idea is to get people to stop masturbating and go on a Club 18-30 holiday.