The link between celebrity culture and rising rates of anxiety and depression in young people is becoming harder to ignore. A hotbed for this discussion is ITV’s Love Island where the show’s sun-soaked, light-hearted universe bears little resemblance to its most infamous headlines.

By pinching Love Island’s glossy identity, we created a set of ads that reach out to young people who may not be feeling as okay as they appear.

We took Love Island’s most iconic asset—the water bottle— and replaced names for feelings commonly associated with depression and anxiety. These were produced using the shows own bottle personalisation tool.

The bottles where then photographed in beautiful, sun-soaked locations that felt as if they could have been lifted straight from the show – the villa lawn, pool-side and beach.

Then, a simple flip of the show’s famous catch-phase ‘GOT A TEXT!’, with the Samaritans SMS number below.

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