Imodium is a medicine and treatment for diarrhea. This is a quite frequent phenomenon during holidays, due to the change of climate and diet. For this reason we decided to remind people that are leaving for a trip, that it’s important not to forget their Imodium. By using old and worn out tourist signs, we want to remind our target that having diarrhea on a trip might be the strongest memory of their holidays.The campaign was entirely planned on travel magazines, so to focus the message on people that are planning a trip.