Working with IQ is always a bit of a balancing act - you can’t encourage drinking, but you also don’t want to come off as preachy. While brainstorming a summer campaign for IQ, I remembered something painfully corny I did when I was 15 and in love...
I made a Spotify playlist where all the song titles spelled out a
cute little message.

And that’s exactly what we did for IQ. With drinking, music, and summer naturally blending together, it only made sense to sneak IQ’s message into a playlist, one song title at a time. And of course, it had to be packed with proper summer bangers.

“Sommarplåga” is a Swedish word that literally means “summer torment”, aka that one ridiculously catchy song that’s everywhere all summer. You lowkey hate it, but by mid-July you’re screaming it on a beach at 1am.