COVID is on a rampant mission to ruin our summer and Sitges aren't having any of it. They wanted to be able to enjoy the festes, and to be able to do that they needed everyone, especially young people, to keep their mask firmly stuck to their face, preferably covering both the nose and the mouth. Our job was to convince the kiddos to party consciously through the medium of Instagram ads.
The vibe of the thing is...masks are 0 fun, but wearing one doesn't mean you can't still have some. And at the end of the day, if you're having a terrible summer then it's not the mask's fault, it's yours.
We developed a bunch of posts and stories and posters based on insights from festes and summer. Each one presented a situation where you COULD find an excuse to rip your mask off or do some other contagious kind of thing, but where you definitely shouldn't.