IQ→RUSET 2

Sweden’s first drama series on TikTok has been awarded and celebrated across the Nordics for its pioneering format that redefined entertainment for gen z. A series based on the shift in young people’s attitude towards alcohol.The second, highly anticipated season premiered with an all-new cast, new conflicts, and a new interactive storytelling. We let the audience write parts of the script. through a competition on TikTok where 70 000 people voted on their favorite contribution. And the 10-part drama featured parallell episodes that followed different characters, resulting in a dramatic puzzle for the audience to solve.Ruset 2 is about two best friends who fall for the same girl and the hardship that follows when realizing you’re growing apart. A piece of fiction that explores complex alcohol-related topics of how to navigate drinking different behaviors, peer pressure, and dating norms.Our campaign was launched through an integrated campaign nation-wide, with posters, cultural billboards, cinema advertising, OLV, and social ads where the actors delved into all nuances of their characters’ behavior.