Vacay or Decay? Take your annual leave before it haunts you
By Ella Horncastle on Wednesday, October 30, 2024
As the end of the year creeps closer, there’s one story scarier than any horror movie —unused holiday days!
Timed to align with spooky season, WeRoad has used Halloween-inspired horror to address the widespread loss of annual leave slipping away from Brits.
The “Holiday Reaper” campaign (read: HR) follows research finding that over the last two years, fewer than 40% of UK workers took their full annual leave, with 26% reporting they lose unused days altogether, and 50% able to carry over only some.
Under the guise of an ’80s horror film, the creative video depicts a monstrous “Holiday Reaper” who feeds off unclaimed leave. The protagonist, Sophie, experiences the dreadful consequences of skipping her time off—monotonous workdays and endless office hours.
Through the horror metaphor, WeRoad positions itself as the ideal getaway partner in a fun yet impactful way.
The campaign was executed in partnership with creative agency DUDE London and is supported by ‘wild’ posters displayed across London and Manchester.