Back in the day jobs were different. You had two options: dry stone wall builder, or open pit coal miner. That’s it. Back then two weeks in Tenerife just made sense. To heal your calloused hands.
These days, it’s our minds that are tested at work. Apart from the odd case of carpal tunnel from writing endless decks. So for many people lying down next to a pool causes crippling anxiety after one day.
This campaign speaks to these people. Telling them the best way to mentally switch off, is to physically switch on.
Twitter wrote some nice words about the words.