Ruset – poster tour for IQ’s TikTok series

Poster campaign for IQ’s TikTok series Ruset in Linköping, Norrköping, Uppsala, Malmö, Gothenburg and Stockholm – where young adults spend their everyday lives.

About Ruset

Ruset is Sweden’s first drama series created specifically for TikTok – an initiative from IQ, Systembolaget’s independent subsidiary working for a smarter approach to alcohol. The series portrays young adults’ relationship with alcohol, betrayal and love through relationship drama in short episodes, born from the insight that young people today actually drink less than previous generations. The first season, which premiered in autumn 2023 with Sabina Ddumba, Wilma Lidén and Fabian Penje in the lead roles, was a viewing success with more than 1.5 million views. Season 2, which followed with a new cast and an innovative dual-perspective structure, was directed by Mats Udd and continued to shed light on the new alcohol norm among young people.

The campaign

StreetPromotion created and ran an advertising campaign to extend Ruset into physical space – to the places where the series’ audience, young adults aged 18–29, actually spend their everyday lives. Through posters and guerrilla installations in environments with a strong presence of the target audience, we created visibility and curiosity around the series beyond the digital platforms, building a bridge between Ruset’s digital storytelling and the physical city.

Result

The campaign helped broaden awareness of Ruset beyond TikTok, Instagram and YouTube, and reinforced IQ’s message of a changing alcohol norm among young people through presence in public space. You can watch Ruset on TikTok and Instagram via the links below.

“That young people drink less was new information to me when we started working on Ruset. In my filmmaking I had previously drawn on my own experience of being young, but here I needed to rethink. What do you do when you don’t drink? What is high status and what is the opposite?”

ROJDA SEKERSÖZ, DIRECTOR