The Drum Awards Festival - Official Deadline

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Date: Apr 2016
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Lucky Generals has created a tongue in cheek social media stunt for the leading global hostel booking platform Hostelworld, which is asking adventure-seeking millennials to share their ‘#DipPics’ on Twitter and Facebook.

The activity has been designed to tie in with the relaunch of the Skinny Dip TV commercial which Lucky Generals created last year and forms part of the brand's ongoing 'Meet the world' campaign.

The #DipPics campaign, which is a deliberate cheeky pun intended to amuse and inspire social sharing of the best water based holiday snaps, is supported by Hostelworld’s own channels as well as social influencers.

The ASA banned the original version of the Skinny Dipping TV commercial last October, after it received complaints that the film condoned the dangerous act of ‘tombstoning’. A new edit still shows a group of young travellers stripping off and jumping into a Mexican sinkhole - however, it no longer includes a shot of a young man leaping from an elevated rock. The spot will run on VOD in the UK, Germany, Canada, the US and Australia.


TV Director: Sara Dunlop

Production Company: Rattling Stick