For their Midsummer campaign 2023 Mindler wanted to raise awareness regarding mental illness during the summertime. Studies show that mental illness can worsen just from the pressure of enjoying summer, and this ad was created as a reminder that no matter the holiday, being human is okay. Using a diary format the ad describes a seemingly idyllic Midsummer’s day, and using handwriting certain words have been crossed out or highlighted to change the storyline to how it might feel in reality for some people. The ad could be seen in Sweden’s major newspapers Dagens Nyheter, Expressen and Aftonbladet during the week before Midsummer Day.
Made at Save-Our-Souls.