Cultura Trips is a new alternative holiday company, offering customers the opportunity to choose their own holiday, rather than the usual pre-packaged type. They wanted to launch themselves on their young professional target market by getting themselves talked about. We therefore devised a viral campaign, focussing on the wrong choices being made. Using Cultura's strapline, 'We'll help you make the right choices', we sent out 3 naughty email films, with the aim that they be forwarded on.