January is a busy month. For travel companies’ communications and anyone having to face the classical post-holiday workload. So, to cut through, on the first payday of 2016 we launched a print campaign comprising 5 executions - one for each weekday - tapping into these post-holiday frustrations.

We created a new typography made of calendar invitations. The objective was to stay true to the look of actual calendars, look familiar, and be as legible as possible.

The overloaded calendars communicated our message, manipulated to spell out words expressing that feeling a stuffed schedule can often provoke, such as ‘FML’ - screaming it’s time to get away.