MIAMI BEACH | SPRING BREAK REALITY CHECK

AGENCY: VML

OVERVIEW: After the success of the Spring Break Up campaign, Miami Beach needed to make sure that college kids knew that the city was still broken up with spring breakers.

Bu the challenge was how do we get the same message across in a new way that also break throughs all the clutter and connects with Z-ers (that’s cool talk for Gen Z)?

So we used a medium we knew they loved as our way in, reality TV. We created a fake reality TV trailer that had all the classic drama of a reality show, except the drama wasn’t coming from the cast it was coming from the spring break rules and regulations of the city. Spring Break Reality Check was such a fun project, people even wanted it to become a real show.