“Going on vacation is largely to look for the opposite of your own everyday life. The consequence of this is that many of us change our behavior.

Sometimes into something quite the reverse. Things we would never do in our everyday life suddenly feel completely natural. We are starting to push boundaries, which in combination with increased alcohol consumption, increases the risk of accident, you might say or do something you will regret.

With the campaign “Semesterfylla”, IQ wants to show the consequences of our holiday behavior and that there is a risk that you or someone else will suffer badly. We hope to raise the idea that there can be smarter and more fun ways to enjoy ones holiday.”

Find more about IQ`s campaign Semesterfylla (Sweden, October 2019)

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