The city renowned for its progressive culture is now at the forefront of redefining psychedelics. Advertising agency Zerotrillion Amsterdam is leading this evolution in partnership with Dutch wellness brand When Nature Calls (WNC) with the launch of an innovative holiday campaign called ‘Trips Home.’ Designed to combine creative storytelling with emotional resonance, the campaign highlights psychedelics as a sophisticated wellness option.
A Unique Journey for Expats
The inspiration for ‘Trips Home’ arose from a simple yet poignant observation. The holiday season often proves difficult for expatriates, many of whom face soaring airfare costs that prevent them from traveling home. Recognizing this, Zerotrillion Amsterdam devised an alternative form of “travel” that didn’t require a plane ticket: an introspective journey facilitated by psychedelic truffles.
Justin Mulcahy, Zerotrillion’s creative director, found inspiration during a casual walk past WNC’s storefront. Observing their collection of psychedelic wellness products, Mulcahy envisioned a campaign tailored for the expat community—a group that makes up much of Zerotrillion’s own team. Despite the campaign’s tight timeline, the team moved quickly to craft a concept that would offer comfort and connection during a traditionally isolating season.
Rebranding Psychedelics as Wellness Products
The campaign’s core challenge was reshaping public perceptions of psychedelics, often associated with chaotic hallucinations portrayed in films like Fear and Loathing in Las Vegas. Instead, WNC and Zerotrillion sought to position these substances within the high-end wellness market, emphasizing relaxation and introspection over sensationalized imagery.
Drawing on vintage travel aesthetics, the campaign featured packaging inspired by old-school plane tickets. Posters combined colorful, organic patterns with thoughtful copy to evoke calm and curiosity. Notably, the abstract designs—reminiscent of natural landforms—were created using a blend of watercolors and mushroom oil, adding an authentic, handmade touch to the visuals.
Thoughtful Design Meets Narrative Purpose
The campaign’s storytelling extended beyond visual elements. Each jar of psychedelic truffles included a postcard offering guidance for the user’s journey. These postcards encouraged intention-setting before, during, and after the experience, framing the trip as an opportunity for personal growth and emotional relief.
Even the smallest design elements, such as stamps modeled after vintage postcards, reinforced the theme of travel and connection. The careful integration of text and imagery created a seamless narrative, reminding users that psychedelics can foster meaningful experiences, much like a trip back home might.
Crafting with Intention
Bringing the ‘Trips Home’ campaign to life required a hands-on creative process. Patterns were painstakingly created by mixing watercolors with mushroom oil, then digitized and refined. This tactile approach ensured the designs felt organic and deeply connected to the campaign’s central theme: nurturing a bond between individuals and the natural world.
The attention to detail extended to text placement, which curved gracefully around visuals to convey continuity and flow. By blending artistry with functionality, the campaign successfully delivered an accessible and sophisticated introduction to psychedelics as wellness tools.
Redefining Psychedelics for the Modern Era
At its heart, ‘Trips Home’ is part of a broader effort to normalize psychedelics within mainstream wellness culture. By framing these substances as tools for relaxation and self-discovery, Zerotrillion and WNC countered long-standing stigmas. The campaign avoided sensationalism, opting instead for subtlety and elegance—a deliberate choice that underscored its commitment to fostering a calm and welcoming experience.
The campaign also reflects Amsterdam’s progressive stance on psychedelics, signaling a shift in global attitudes. As more people explore the therapeutic potential of these substances, efforts like ‘Trips Home’ pave the way for wider acceptance and informed conversations.
A New Standard for Wellness Campaigns
The success of ‘Trips Home’ lies in its ability to harmonize creative storytelling with practical guidance. Every design element, from the watercolor patterns to the guiding postcards, worked together to create a supportive and calming environment for users. By addressing the emotional and sensory aspects of psychedelic journeys, the campaign set a new standard for how wellness initiatives can approach unconventional methods.
Forging Connections Through Creativity
Ultimately, ‘Trips Home’ is about connection—whether to oneself, to loved ones, or to one’s surroundings. For Amsterdam’s international community, the campaign offered a sense of belonging during a time when physical distance from home felt particularly acute.
As the conversation around psychedelics continues to evolve, campaigns like ‘Trips Home’ demonstrate the potential of creative, compassionate approaches to wellness. By bridging ancient practices with modern sensibilities, Zerotrillion and WNC invite us to rethink the role of psychedelics in nurturing mental and emotional well-being.
