City of Miami Beach: Spring Break Reality Check

How do you inform hopeful holidaymakers of the strict Spring Break measures in your city, in an accessible and engaging way, without it feeling like a big lecture? Weave the message within a tantalising reality TV show teaser that grabs attention and keeps viewers hooked, and call it ‘Spring Break Reality Check’. Spurred on by the viral success of last year’s ‘Spring Breakup Campaign’, the City of Miami Beach partnered with longtime collaborators, VML, and production company, ALTERED.LA, to craft an extremely convincing campaign for their new (entirely fake) reality TV show about the dangers of breaking rules in Miami Beach.