Holidays aren’t what they used to be.

Flight cancellations. Fake hotels. Hidden charges.
The dream you book often isn’t the trip you get.

So Which? came to us with a simple ask.

Help people survive the enshitification of modern holidays.

So we created Know Before You Go - a campaign that calls out the chaos and shows how Which? helps you dodge the worst of it.

The campaign had two sides - but one message

First, we started by taking on the endless stream of useless products that flood your feed by creating a range of impossible 'solutions' to real holiday problems.
They sound great.
They Just don't exist.
All just makes reading Which? the smarter (and only sensible option) choice.

For the brand side, we continued the message but took a more traditional approach.

We evolved Which?’s brand world using CGI, bold copy and sound design to bring the mess of modern travel to life.

From fake hotels to endless queues, every visual dramatised the reality of holidays today.