Blue Monday is a Lie

Agency: Initiative, LADbible
Client: GetYourGuide

January is the ultimate moment for travel brands, with the tradition of high spending fuelled by the belief that future summer getaways are the antidote to winter blues. One travel company even dubbed the third Monday in January as “Blue Monday”, convincing Brits that it’s the "most depressing day of the year”. As the new kid on the block in a category of established players, GetYourGuide needed to dare to be different in order to become the new go-to for the British traveller. The strategy? Right the wrongs of the travel industry by flipping the script on Blue Monday. Alongside the experts in creating disruptive, buzzworthy campaigns; LADbible, we unleashed a bold statement which shattered industry norms, dominated our audience’s day and changed the mood of a nation. Introducing, “Blue Monday is a Lie”.