Holiday Reaper

In 2022 and 2023, less than 40% of the UK workforce took all of their annual leave allowance. In a recent survey, WeRoad found that a significant portion of workers are unclear about their company's policies regarding unused vacation days, potentially leading to lost holiday time and increased workplace stress.
Key findings include:

• Half of those surveyed (50%) reported that they could carry over only some of their unused days.
• More than a quarter (26%) said their unused annual leave would expire completely.

In response to these findings, WeRoad has launched 'Holiday Reaper', a humorous yet thought-provoking campaign that sheds light on the alarming reality of lost annual leave. As it’s the time of year where HR departments around the country are preparing for their annual 'use it or lose it' email to remind their people to take their remaining holiday allocation, independent creative agency DUDE London created a campaign that takes on the guise of a horror film trailer. ‘Holiday Reaper’ features a monstrous entity that thrives on unclaimed leave. The protagonist, Sophie, faces the terrifying consequences of neglecting her annual leave, including endless work hours and the monotony of office life. Through this chilling narrative, WeRoad aims to remind workers of the importance of using their vacation days and positions themselves as the essential getaway needed before it's too late.

The campaign also features wild posters in sites around London and Manchester.