Skickat

Young people are drinking less than previous generations, yet the culture they consume hasn’t caught up. To spark reflection on how alcohol affects their relationships, we turned to the place where their culture is shaped daily: TikTok. The idea was simple but powerful: to transform real, anonymized drunk texts into music with help from TikTok-native artists.

We crowdsourced over 500 drunk texts on TikTok and teamed up with four artists to transform them into an EP: Skickat. Each track was launched with a music video in a lo-fi, vertical format built for, and inspired by, the feed. A surprise guerrilla concert in Stockholm went viral, driving streams and propelling two songs onto Spotify’s Viral 50, even overtaking mainstream global hits that glorify drinking.

Skickat became IQ’s most liked campaign ever: over 116,000 likes, 400,000 Spotify streams, and an 11% engagement rate. But most importantly, 95% understood the message, and nearly half of everyone we reached reflected on or reduced their actual drinking

Skickat demonstrated that when ideas are built from the audience’s own world, even a difficult subject can transcend traditional communication and become something more impactful. Culture.