IT’S NOT US, IT’S YOU.
The first anti tourism campaign that invited people not to come.
Every March, Miami Beach braces for the Spring Break chaos that tourism brings. By 2023, the party had turned dangerous, with record-breaking crime—including two fatal shootings—pushing the city to its breaking point. It was clear: this toxic relationship had to end.
So, Miami Beach made it official: we broke up with Spring Break. The announcement—served with the classic “It’s not us, it’s you”—went viral, stealing the spotlight until a TikTok situationship stole it back. Because sometimes, the party isn’t worth the hangover.
VML
Client: MIAMI BEACH