AmsterDAMN: Kilroy Travels is Northern Europe’s largest adventure travel company. Their core market are youth and students who have an aversion to pre planned or organized travel. The brief was to make Kilroy travels top-of-mind before the student summer holiday period. The market objective was increase the number of long and short haul adventures sold in this period while still reinforcing Kilroy’s–Rebel-brand values. Based on the above-the-line Kilroy ‘Go before it’s too late’-campaign. AmsterDAMN is a viral game set in a Dutch coffee house. The game entails staying high by smoking the right kind of tobacco or risk drowning in the ever-rising water. On death the player would be reminded to–Go before it’s too late.