January is a busy month for travel industry advertising communications, and for everyone returning to work after the Christmas break. We needed to create a campaign that would cut through at this time of the year and be noticeable in an insightful way.

We tapped into post-holiday workload and frustrations, using classical jam–packed calendars to do the talking. On the first payday of 2016, we launched a print campaign comprising 5 executions, one for each weekday, featuring Outlook-style calendar invites combined to form messages and appeals for help - screaming it’s time to get away.