Title	FML
Brand	ETHOS TRAVEL
	1 of 2 Campaign
Product/Service	ETHOS TRAVEL
Category	C01. Digital Billboards / Posters
Entrant	McCANN LONDON, UNITED KINGDOM
Idea Creation	McCANN LONDON, UNITED KINGDOM
Media Placement	UNIVERSAL McCANN London, UNITED KINGDOM
Additional Company	CRAFT WORLDWIDE London, UNITED KINGDOM

Name	Company	Position
Rob Doubal	McCann London	Co-President & Chief Creative Officer
Laurence Thomson	McCann London	Co-President & Chief Creative Officer
Jean-Laurent Py	McCann London	Creative Director
Sebastien Boutebel	McCann London	Creative Director
Jess Mallett	McCann London	Creative
Mike Oughton	McCann London	Creative Director
Michael Thomason	McCann London	Head of Art
Carl Warren	McCann London	Designer
Colin Lee	McCann London	Designer
Tristan Dunk	McCann London	Designer
Metz Fasano	McCann London	Project Director
Sarah-Louise van Uden	McCann London	Creative Producer
AJ Coyne	McCann London	Account Director
Charlotte Habin	McCann London	Account Manager
Charlotte Walters	McCann London	Account Executive
Ellis Faint	McCann/Craft	Studio Manager
Liam White	McCann/Craft	Print Producer
Viren Patel	McCann/Craft	Artworker
Sergio Lopez	McCann London	Head of Integrated Production

Brief Explanation

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.