Plum Guide

Plum Guide wanted a “disruptive” way to get people to book themselves a fancy getaway.

Perhaps…mortality?

We did some quick maths:

the average person lives until they’re 80 in the UK and takes one big holiday a year…

Calculate your own, it’s truly terrifying.

“No time for average stays” has now been adopted as their brand platform too.

This project was voted one of Creative Review’s campaigns of the year 2022.

Little shade for Mickey…