Relax We Post - IBIS | Clapboard Ad Archive

Relax We Post is a strategically astute campaign launched in Switzerland in 2018 by Jung von Matt for ibis, addressing the escalating tension millennials face between enjoying their travel experiences and the compulsive need to document them on social media. Operating within the healthcare-adjacent professional services sector, this film campaign confronts the contemporary malaise of vacation stress induced by social media’s omnipresence, where up to 40% of travelers reportedly choose destinations based on their Instagram appeal, as cited in The Independent. This phenomenon fuels a paradox of presence and performance, where the pressure to post every moment diminishes genuine relaxation and contributes to digital burnout and detox trends. ibis Switzerland’s innovative solution invites travelers to relinquish their social media accounts to professional influencers who manage their posting duties, thereby liberating guests from the anxiety of content creation and allowing full immersion in cities like Zurich and Geneva. The campaign explicitly frames this service as the antidote to a widespread problem, aligning precisely with Clapboard’s FORMAT#2—Show the Problem creative approach by first depicting the relatable stress of social media obligation, including cultural references to celebrity social media withdrawal, then positioning ibis’s service as the clear remedy. The campaign’s narrative deftly taps into millennial values, balancing the desire for social sharing with the need for mental well-being, and extends its reach through digital platforms such as YouTube, Facebook, and Instagram, where it engages a digitally native audience predisposed to these challenges. The campaign earns 73/100 in Clapboard’s global creative archive. Relax We Post matters to the advertising industry because it demonstrates how brands within professional services can authentically engage with the psychological pressures of modern life and innovate hospitality offerings that resonate with evolving consumer behaviors without compromising brand integrity.