Kut Geluk! — Graduation Project

For my graduation project, I created Kut Geluk! (Fuck Luck!) — a campaign about the happiness paradox: the harder we try to be happy, the more unhappy it can make us.

The campaign centers around two YouTube videos. The first explores the happiness paradox and how social media, comparison and the pressure to succeed affect young people. In the second, I take the idea to the streets, asking young people to sign a letter to the Dutch Language Union to remove the word “geluk” (happiness) from the Dutch language.

An absurd request designed to start a conversation about what happiness actually means to us. To spread that conversation further, I turned snippets from both videos into short-form content for Instagram and TikTok.