A travel safety campaign built around the kinds of stories Irish people tell best, the ones that seemed like a good idea at the time.

Rather than relying on traditional safety messaging, we invited LADbible Ireland’s audience to share their own travel stories where things had not quite gone to plan. Told directly by the people who lived them, each story carried the humour, hindsight and honesty that comes with learning the hard way.

These stories became a series of short-form videos young travellers could easily see themselves in, reframing TravelWise advice through peer storytelling rather than authority.

The campaign extended into carousel content inspired by familiar travel moments, highlighting practical steps travellers wished they had taken, and positioning TravelWise as a trusted companion for young Irish travellers preparing to head away.

Creative Direction: Peggy O Neill
Team: Anaïs Lukaku, Jonathan Murphy