IT’S BEEN SAID THAT THE JOURNEY IS MORE IMPORTANT THAN THE DESTINATION – BUT IN THESE CAMPAIGNS GOOD CAUSES TOOK PRECEDENCE.
Travel may be rare at the time of writing, but that doesn’t mean we can’t enjoy the world’s most awarded tourism campaigns. Many of them promote not so much a destination as a cause. Topping the list is the amazing “Go Back to Africa” from Black FCB/Six, which turned a racist slur on its head to encourage African American travelers to visit Africa. Meanwhile, Russian airline S7 radically rebranded to its former name – Siberia – to draw attention to forest fires in the region. Serviceplan’s neat “Mind The Gap” gave women cheaper tickets on the Berlin subway to reflect the gender pay gap. Having said that, “The Offline Playlist” for New Orleans featured an integral ingredient of the city– jazz – by turning a Spotify playlist into a live concert. FCB/Six logically tops the agency rankings, but Mensch & Sansir comes in at number two because it has two award-winning campaigns for the Faroe Islands in the top ten.
Travel may be rare at the time of writing, but that doesn’t mean we can’t enjoy the world’s most awarded tourism campaigns. Many of them promote not so much a destination as a cause. Topping the list is the amazing “Go Back to Africa” from Black FCB/Six, which turned a racist slur on its head to encourage African American travelers to visit Africa. Meanwhile, Russian airline S7 radically rebranded to its former name – Siberia – to draw attention to forest fires in the region. Serviceplan’s neat “Mind The Gap” gave women cheaper tickets on the Berlin subway to reflect the gender pay gap. Having said that, “The Offline Playlist” for New Orleans featured an integral ingredient of the city– jazz – by turning a Spotify playlist into a live concert. FCB/Six logically tops the agency rankings, but Mensch & Sansir comes in at number two because it has two award-winning campaigns for the Faroe Islands in the top ten.
Most awarded
campaigns, brands &
agencies in
Transport & Tourism in
2020
Most awarded
campaigns, brands and
agencies in
Transport & Tourism in
2020
CAMPAIGNS
BRANDS
| Brand | ||
|---|---|---|
| 1 |  |
Black & Abroad |
| 2 |  |
S7 Airlines |
| 3 |  |
China Airlines |
| 4 |  |
Berliner Verkehrsbetriebe |
| 5 |  |
Lufthansa |
AGENCIES
| Name | ||
|---|---|---|
| 1 |  |
FCB/SIX, New York |
| 2 |  |
Mensch & Sansir, Copenhagen |
| 3 |  |
M&C Saatchi, Sydney |
| 4 |  |
TBWA\Hunt\Lascaris Johannesburg |
| 5 |  |
TutkovBudkov, Volgograd |
Watch
1. Black & Abroad / Go Back To Africa
| 标题 | Go Back To Africa |
| Brief | A pan-African tourism campaign turns a racial slur into an uplifting call to action. Hateful uses of the phrase “Go Back To Africa” were hijacked from Twitter, cleansed of their racial content, then used as headlines for hyper-targeted ads for each of Africa’s 54 countries. The ads led to GoBackToAfrica.com, an AI-curated content hub designed to address the lack of black representation in commercial travel imagery. GoBackToAfrica.com contains 54 ever-growing galleries, organized alphabetically by African country, built to show members of the black community travelling in Africa. |
| 广告公司 | FCB/SIX |
| 广告战役 | Go Back To Africa |
| 广告主 | Black & Abroad |
| 品牌 | Black & Abroad |
| 首次发布日期 | 2019 / 4 |
| 行业领域 | 旅行社、旅游经营者 |
| 剧情简介 | Black & Abroad, a multi-platform travel & lifestyle company dedicated to redefining world experiences for the modern Black traveler, hijacks the racialized and derogatory phrase “Go back to Africa” (#GoBackToAfrica) for a pan-African tourism campaign. By blacking out hate-fueled Twitter posts and reframing them against words and images showing the beauty and diversity of all African countries, the brand is putting a positive and uplifting spin on a negative and disparaging narrative. |
| 媒体类别 | 互动 |
| 长度 | |
| 市场 | 加拿大 |
| 后期制作 | Rooster Post Production |
| 执行创意总监 | Ian Mackenzie |
| 联合创意总监 | Frederick Nduna |
| 联合创意总监 | Andrew Bernardi |
| 文案 | Curtis Chapman |
| 设计师 | Ramon Charles |
| 客户总监 | Fraser Jackson |
| Integrated Producer | Gillian Morrison |
| Producer | Kristine Lippett |
| EVP Strategy | Anna Percy-Dove |
| Strategy Director | Paul Hanlon |
| Strategist | Simran Kaur |
| Data Analytics Manager | Andrew Yang |
| Data Analyst | Abdul Dau |
| VP, Head of Data and Technology | Jacob Ciesielski |
| Product & Technology Solutions | John Sime |
| Front End Developer | Heung Lee |
| President | Andrea Cook |
| SVP, Director of Global Communications & PR | Melanie Mitchem |
| Agency | FCB/SIX |
| 剪辑师 | Jeff Poremba |
| 剪辑师 | Colin Murdock |
| Assistant Editor | Shane Preston |
| 执行制片 | Yumiko Suyama |
| 执行制片 | Kristen Van Fleet |
| 媒介公司 | Initiative |
| PR manager | Shannon Stephaniuk |
| PR Agency | Glossy |
| Music & Sound Design | Grayson Matthews |
| 音乐制作人 | Mark Domitric |
| Sound Engineer | Vlad Nikolic |
| Media Producer | Nicholas Shaw |
2. S7 Airlines / We Are Siberia
| 标题 | We Are Siberia |
| Brief | Wild fires were ranging in Siberia, but Russian news media were silent on the issue. So S7 Airlines, which was called Siberia in in the 1990s, announced that it was changing its name back again. Suddenly the story of the rebrand and the word "Siberia" dominated the Russian news. Then S7 Airlines announced the One Million Trees initiative — a pledge to donate the proceeds of each ticket sold to Siberia in order to plant trees. A website also allowed people to donate their own money or air miles. |
| 广告公司 | TutkovBudkov |
| 广告战役 | We Are Siberia |
| 广告主 | S7 Airlines |
| 品牌 | S7 Airlines |
| Posted | 11月 2019 |
| 行业领域 | 航空公司、机场、铁路、公交、渡轮和邮轮运输 |
| 剧情简介 | Russian airline S7 rebranded itself back to its original name, Siberia, in order to draw attention to the unprecedented scale of global wildfires. |
| 媒体类别 | 社交媒体 |
| 执行创意总监 | Dmitry Tutkov |
| 客户总监 | Sergey Polyakov |
| 美术指导 | Natasha Kuchishkina |
| 创意总监 | Oleg Barinboim |
| 客户经理 | Kostya Novochadov |
3. Berliner Verkehrsbetriebe (BVG) / Mind the gap
| 标题 | Mind the gap |
| Brief | In order to highlight the gender pay gap on Equal Pay Day in Germany, the Berlin Transport Authority launched a subway ticket that cost 21% less than one for men. A combination of media were used to promote the "unequal" ticket and get the message across. Women are paid 21% less, so why should they pay the same amount as men for a subway ticket? And yes, women do "Mind the gap!" |
| 广告公司 | Serviceplan Group |
| 广告战役 | Mind the gap |
| 广告主 | Berliner Verkehrsbetriebe (BVG) |
| 品牌 | Berliner Verkehrsbetriebe (BVG) |
| 首次发布日期 | 2019 / 5 |
| 行业领域 | 运输、旅行及旅游 |
| 剧情简介 | To mark 'Equal Pay Day', the Berlin metro offers a 'Women's Ticket' at a reduced fare to highlight the pay differential between the genders. The 'Frauenticket' initiative is limited to March 18, and accompanied by the slogan: 'Mind the Pay Gap'. |
| 问题 | vvvvvv |
| 媒体类别 | 案例研究 |
| 长度 | |
| 文案 | Sebastian Bialon |
| 文案 | Jan Roters |
| 美术指导 | Wenke Möller-Madhana |
| 美术指导 | Nils Frankenbach |
| 首席创意官 | Alex Schill |
| Creative Director | Myles Lord |
| Account Manager | Philipp Krause |
| Account | Sandra Bergström |
| General Manager | Patricia Nassauer |
| Production Company | Media Monks Amsterdam |
| Technical Director | Richard Heuser |
| Technical Director | Edwin Scholte |
| Producer | Chance Woodward |
| 文案 | Sebastian Bialon |
| Senior Media Consultant | Jana Dreger |
| 媒介公司 | MEDIAPLUS |
| 导演 | EVA JULIA MANNEKE |
4. China Airlines / Souvenirs From Travel
| 标题 | Souvenirs From Travel |
| 广告公司 | Leo Burnett Taiwan |
| 广告战役 | #WhatTravelBringsYou |
| 广告主 | China Airlines |
| 品牌 | China Airlines |
| 首次发布日期 | 2019 / 6 |
| 行业领域 | 航空公司、机场、铁路、公交、渡轮和邮轮运输 |
| 剧情简介 | Travel can leave a mark on you. In this film, we see several young people who bring questionable "souvenirs" back from their vacations. A shattered bank balance, some extra weight, a gambling chip, a spooky statuette...and some far more significant souvenirs. The stories were based on anecdotes told to the agency. You never know what travel will bring to your life. Go and find out with China Airlines. |
| 媒体类别 | 电视 |
| 长度 | |
| 首席创意官 | Murphy Chou |
| 创意合伙人 | Jin Yang |
| 文案 | Murphy Chou |
| 文案 | Jin Yang |
| 文案 | Chiahan Chen |
| 文案 | April Kuo |
| 美术指导 | Nana Tsai |
| Chief Strategy Officer | Leslie Chang |
| 广告公司制片 | Evans Kao |
| Business Director | Sylvia Cheng |
| 客户主管 | della Chen |
| 导演 | Ging-Zim Lo |
| 摄影师 | John Lin |
| 执行制片 | Sharon Kuo |
| 制作公司制片 | Terri Chen |
| 剪辑师 | Chang Chien |
| 剪辑师 | Pai Mei |
| Sound Designer | Allen Shih |
| 制作公司 | YUAN YUAN Production Taipei |
5. New Orleans Tourism Marketing Corporation (NOTMC) / The Offline Playlist
6. Visit Faroe Islands / Remote Tourism
| 标题 | Remote Tourism |
| Brief | The Covid-19 pandemic put a devastating stop to tourism.How could we save the Faroese tourism industry and reach out to people who had to cancel their trip to the Faroe Islands?We invented Remote Tourism. The world’s first remote-controlled tourism experience. The concept enables tourists to experience the Faroe Islands via a local guide, controlled via a joypad on mobile, tablet or PC.On horseback, at sea and you can even remote control a helicopter.According to associated press remote tourism became the biggest tourism news story in the world in week 21.With 549 news articles. An an online readership of more than 5 billion an national TV coverage in nine countries.In just six weeks, 700,000 ‘visited’ the Faroe Islands and two weeks after the islands reopened all hotels were sold out.Like they said on CBS News:“What better way to show off a destination than to show that in the Faroe Islands, it doesn't really matter which way you turn. It all looks beautiful.” |
| 广告公司 | Mensch & Sansir |
| 广告战役 | Remote Tourism |
| 广告主 | Visit Faroe Islands |
| 品牌 | Visit Faroe Islands |
| Posted | 12月 2020 |
| 行业领域 | 目的地（国家与地点） |
| 剧情简介 | Tourism is the third largest industry on the Faroe Islands and makes up for 14 % of the islands’ total number of jobs.Like the rest of the world, the Faroese tourism industry was severely affected when all travel and tourism activities shut down in March due to the corona pandemic.Greatly disappointed Visit Faroe Islands had to ask guests to postpone their planned and payed trips to the islands indefinitely.So how could we give people the chance to visit and experience the Faroe Islands without having to travel there physically while maintaining public interest in the Faroe Islands as a travel destination?SOLUTIONIn just 10 days a solution was thought, executed and launched. By April 15, the Faroe Islands virtually opened up for tourism once again, making it possible to explore the islands on private guided tours from the comfort of one’s home quarantine.Remote Tourism is the world’s first remote-controlled tourism experience. The concept enables tourists to experience the Faroe Islands via a local guide, controlled via a joypad on mobile, tablet or PC.The guides are equipped with a live camcorder mounted on a gimble stabilizer, a microphone and headphones from which they get instructions from tourists.The “remote tourist” controls the guide via a joypad on the remote-tourism.com website. Just like an arcade game, tourists can make the guides jump, run and maneuver. That way, tourists can control the route of the tour and experience the Faroese nature in real time through a local guide.The guided tours around the Faroese countryside, museums and other attractions have taken place several times a day since April 15th. The guides go by feet or boat, on horseback or mountain bikes and even from a helicopter, also controlled by the user via joypad.During each tour tourists get the chance to ask guides questions, while everyone else can follow the tour live on Facebook and Instagram Live and chat with Visit Faroe Islands.The campaign was launched with one press release and one film.We invited press and major global travel influencers on special VIP trips, where they were guaranteed the opportunity to remote-control the guide for a longer period of time.Neither influencers nor media were paid as the total media budget for the campaign was $ 0.RESULTSPaid media 0% - earned media 100%.Within 24 hours of its launch, the Faroe Islands had more virtual visits than in person visits in a whole year before.Since then the Faroe Islands have welcomed more than 700.000 virtual guests from 157 different countries.The average view time is 4.11 minutes which is 2500 % higher than Facebook’s tourism video benchmark.On average, more than 20,000 people viewed each trip and 1,88 % commented, shared or liked, which is 1600 % above Facebook’s benchmark.The story of Faroese remote tourism was caught up by CNN, BBC, Aljazeera, South China Morning Post, Washington Post, New York Times, The Guardian, TV2, Ekstra Bladet, C-Net, Tech Crunch, Reddit, CBS, FOX News, Lonely Planet, National Geographic, Vanity Fair, Associated Press and XX other media*.By week 18 it became the most talked about tourism news story in the world surpassed only by a corona virus outbreak aboard on a cruise ship, according to Associated Press.In total the new story reached an online readership of 5,65 billion*.Through influencers, the story reached 40,3 million on social media.The campaign was a great consolation for those who had to cancel their planned trips. It also gave millions of others a taste of the Faroe Islands.Two weeks after the travel ban was lifted all hotels were sold out.In this way, we managed to save some of the many jobs threatened by the corona crisis.*Monitored by Coverage Book. |
| 媒体类别 | 互动 |
| Entrant Company | Mensch & Sansir |
| Global PR | Verizon Media |
| Local PR | Ehrenberg Sørensen kommunikation |
7. Lufthansa / #SayYesToEurope
| 标题 | #SayYesToEurope |
| Brief | Despite Brexit and the rise of extreme right-wing parties only 48% of Germans voted in the last European elections. Europe’s biggest airline, Lufthansa, wanted to motivate people to vote. So they gave them another reason: extraordinary access to some of Germany's most desirable places. The stage at the Elbphilharmonie concert hall, Champions' League club Borussia Dortmund's locker room, boxing club Zur Ritze, the studio of Who Wants to Be a Millionaire, the Lufthansa Aviation Training centre and many other locations hosted polling stations, opening their doors to anyone with a voting form. |
| 广告公司 | Accenture Song (formerly Kolle Rebbe) |
| 广告战役 | #SayYesToEurope |
| 广告主 | Lufthansa |
| 品牌 | Lufthansa |
| Posted | 11月 2019 |
| 行业领域 | 航空公司、机场、铁路、公交、渡轮和邮轮运输 |
| 剧情简介 | Lufthansa, when combined with its subsidiaries, is the largest airline in Europe, both in terms of passengers carried and fleet size of 656 aircrafts. Lufthansa alone has 267 airplanes registered and operates flights to 18 domestic destinations and 193 international destinations in 81 countries across Africa, Americas, Asia, and Europe. |
| 媒体类别 | Direct Marketing |
| VP, Marketing | Alexander Schlaubitz |
| Head of Marketing | Claudia Dreismann |
| Head of Marketing | Benita Struve |
| 首席创意官 | Fabian Frese |
| 创意总监 | Cookie Peschmann |
| 客户主管 | Jan Vierig |
| 客户经理 | Tim Felicetti |
| 客户经理 | Moritz Kiehn |
| 客户经理 | Björn-Thore Bietz |
| 美术指导 | Cookie Peschmann |
| 美术指导 | Birte Rössner |
| 文案 | Fridtjof Vieth |
| 广告公司制片 | Ole Brand |
| 制作经理 | Martin Luhe |
| Art Buyer | Wiebke Burmeister |
| Online Concept | Emma Paraschiakou |
| Social Media Agency | Elbkind Reply GmbH |
| PR Agency | achtung! GmbH |
| 制作公司 | 27 Kilometer Entertainment GmbH |
| Creative Producer | Walta Hagos |
| 制片 | Annegret Feistl |
| Creative Producer | Leonard Witte |
| Production Supervisor | Malte Schlieker |
| 摄影师 | Felix Strosetzki |
| 摄影指导 | Bilal Hadzic |
| 摄影指导 | Lucas Pretzel |
| DOP Assistant | Stephan Zimmer |
| 剪辑师 | Falko Tilgner |
| 剪辑师 | Maik Sperling |
| Colorist | Alexander Steinkopf |
| 音效设计公司 | The Soundshack GmbH |
| 音频工程师 | Konrad Peschmann |
| 音乐作曲家 | Josh Leake |
8. Faroe Islands / Closed for Maintenance
| 标题 | Closed for Maintenance |
| 广告公司 | Mensch & Sansir |
| 广告战役 | Closed for Maintenance |
| 广告主 | Visit Faroe Islands & Atlantic Airways |
| 品牌 | Faroe Islands |
| Posted | 9月 2019 |
| 行业领域 | 运输、旅行及旅游 |
| 剧情简介 | The Faroe Islands is a tiny archipelago in the North Atlantic with a population of 50,000. Tourism had boomed, but this was a problem in a place where the infrastructure could not handle any more tourists. So the islands took a bold move. On February 20 2019, the Faroese Prime Minister announced that on the last weekend of April, the Faroe Islands would be "Closed for maintenance", but open to voluntourists. Major tourist sites were shut, but volunteers arrived to help maintain the Islands. In return, they were given accommodation and food by the Faroese nation. |
| 媒体类别 | 事件 |
| 长度 | |
| Advertising Agency | Mensch |
| Design Agency | Mensch |
| Production Company | Sansir |
| 首席创意官 | Rune Hørslev |
| 客户主管 | Tor Verland |
| 美术指导 | Bogi Henriksen |
| 文案 | Flemming Boutrup |
| 首席创意官 | Frederik Preisler |
| 项目经理 | Isabella Sofie Nielsen |
| 客户主管 | Rasmus Mikkelsen |
| 项目经理 | Anna Taussi |
| 美术指导 | Poul Clements |
9. Bolt / Save your ears
| 标题 | Save your ears |
| Brief | With over 30,000 injured and 3,500 dead on Ukrainian roads every year, it’s on the way to becoming a national problem. Hundreds of people could have been saved if they just used seatbelts. But Ukrainians hate to buckle up.There is one thing lots of Ukrainians hate even more: shanson. A genre of songs praising the criminal lifestyle, popular among taxi drivers. The last thing one wants to hear when ordering a ride.Bolt performed an experiment to make passengers fasten their seatbelts.A shanson song, created especially for the project, was played in the Bolt car. This annoying song could be turned off only by the passenger seatbelts, saving passengers’ ears and saving their lives at the same time. |
| 广告公司 | BBDO Ukraine |
| 广告战役 | Save your ears |
| 广告主 | Bolt |
| 品牌 | Bolt |
| 首次发布日期 | 2020 / 10 |
| 行业领域 | 运输、旅行及旅游 |
| 剧情简介 | In Ukraine, there are a lot of traffic accidents. Around 30 thousand people get injured and more than 3 thousand die every year. Hundreds of dead could have been saved if they used seatbelts. Transportation platform Bolt, BBDO Ukraine and DGTL RLGN production studio launched a campaign to make people fasten seatbelts. For this project, we created a song that people just can’t stand. This annoying song was playing very loud in the car until all passengers fastened their seatbelts. |
| 媒体类别 | Interactive Outdoor Experience |
| 长度 | |
| Chief Executive Officer (CEO) | Victor Ishkov |
| 执行创意总监 | Anze Jereb |
| 创意总监 | Denis Keleberdenko |
| 创意组长 | Dima Kishka |
| 美术指导 | Oleh Prystupa |
| 美术指导 | Pavlo Melnyk-Krysachenko |
| Graphic Designer | Stanislav Nizamov |
| Graphic Designer | Anastasiia Zhytnyk |
| 制作公司制片 | Alexsandra Guliai |
| Client Services Director | Irina Danilevskaya |
| 客户总监 | Halyna Sokulska |
| Graphic Designer | Arsenii Artemiev |
| New Business Manager | Elena Kravtsova |
10. Wheelchange Tours / Wheelchange Tours
| 标题 | Wheelchange Tours |
| Brief | There are many ways to make tourism more inclusive. Wheelchange Tours is one of them: a system that links a wheelchair to a bicycle. Thanks to that innovation, a person with reduced mobility can become a tour guide. This innovation led to the creation of a new type of city tour, and a new sort of tour guide. |
| 广告公司 | FCB Lisbon |
| 广告战役 | Wheelchange Tours |
| 广告主 | Tur4All |
| 品牌 | Wheelchange Tours |
| Posted | 11月 2019 |
| 行业领域 | 运输、旅行及旅游 |
| 剧情简介 | There are many ways to make tourism more inclusive. Wheelchange Tours is one of them: a system that allows you to couple a wheelchair with a bicycle. With it, a person with reduced mobility can become a tourist guide. |
| 问题 | Wheelchange Tours is an idea for Portugal which sees the tourism industry as a priority. An idea that can create a new profession in the tourist business for people with motor disabilities, and that can be replicated elsewhere. |
| 媒体类别 | 案例研究 |
| 创意总监 | edson athayde |
| 创意总监 | Luis Silva Dias |
| 首席创意官 | edson athayde |
| 文案 | edson athayde |
| 文案 | Márcio Nazianzeno |
| 美术指导 | Eduardo Pastor |
| 美术指导 | Andre Santos |
| 设计师 | João Martins |
| 制作公司 | BRO cinema |
| 导演 | Mário Patrocínio |
| 音效 | O Menino Grava |
11. Airbnb / Fú 福
| 标题 | Fú 福 |
| 广告公司 | Final Frontier & Taiko Studios |
| 广告战役 | Fú 福 |
| 广告主 | Airbnb |
| 品牌 | Airbnb |
| 首次发布日期 | 2020 / 1 |
| 行业领域 | 运输、旅行及旅游 |
| 媒体类别 | Web Film |
| 长度 | |
| 制作公司 | Final Frontier & Taiko Studios |
| 执行制片 | Chris Colman |
| 执行制片 | Julieta Zajaczkowski |
| 执行制片 | Gustavo Karam |
| Head of Production | Yanyie Tran |
| 动画 | Matias Sesti |
| 动画 | Nicolas Agarzua |
| 动画 | Patricio Passaralli |
| 插图画家 | Isaac-Hugo Barbosa |
| 创意总监 | Justin Leung |
| 设计师 | Vicki Sun |
| 文案 | Iris Weng |
| Creative Producer | Ray Fu |
| Marketing Manager | Elaine Hui |
| Marketing Manager | Zhida Xu |
| Social Media Team | Summer Zhang |
| Marketing Manager | Pamela Li |
| Animation Studio | Final Frontier & Taiko Studios |
| 导演 | Shaofu Zhang |
12. Flying Blue / Jetlag Social Club
| 标题 | Jetlag Social Club |
| 广告公司 | DENTSU CREATIVE |
| 广告战役 | Jetlag Social Club |
| 广告主 | Flying Blue |
| 品牌 | Flying Blue |
| 首次发布日期 | 2019 / 6 |
| 行业领域 | 航空公司、机场、铁路、公交、渡轮和邮轮运输 |
| 媒体类别 | Web Film |
| 长度 | |
| Communications Director | Magali Mayanda |
| Content Strategist | Naima Kissane |
| Managing Director | Cécile Bitoun |
| Managing Partner | Aurélie Mazodier |
| 项目经理 | Christelle Picart |
| 执行创意总监 | Marc Badinand |
| 执行创意总监 | Elzéar de Trentinian |
| 文案 | Thibaud Le Juge de Segrais |
13. Almosafer / As far as we go
| 标题 | As far as we go |
| Brief | Almosafer, a travel booking platform, wanted to remind the world of what Ramadan is all about: living together, harmoniously, as different nationalities, religions and races. At the core of the campaign was a touching film featuring a little girl who embarks on a great journey. She takes a plane on her own, accepting some dates from the stewardess as a reminder of home. At her destination, she takes a snow plough through a wintery terrain. And at last she arrives: to share her dates with Santa Claus. Ramadan meets Christmas. |
| 广告公司 | FP7/RUH |
| 广告战役 | As far as we go |
| 广告主 | Almosafer |
| 品牌 | Almosafer |
| Posted | 11月 2019 |
| 行业领域 | 旅行社、旅游经营者 |
| 剧情简介 | The world today is more divided that it has ever been. Even during Ramadan, a time of year that preaches humility, openness, togetherness, understanding and compassion, the world, in itself, doesn’t seize to put down its divides. It often remains a world of “us” vs “them”. Muslims celebrate Ramadan. The world doesn’t.Almosafer, a booking platform, made the generosity and inclusivity of Ramadan travel, representing what Ramadan is all about: living together, harmoniously, side-by-side as different nationalities, religions and races.We reminded Saudi Arabia, the region and the world, Muslims AND non-Muslims, that Ramadan was for everyone; a Ramadan message like never before, through the eyes of children from the region, who shared the joy of Ramadan with people and places that have potentially never celebrated Ramadan.Through the moving and compelling story, content and activations in Saudi Arabia, we improved Almosafer’s corporate reputation and bookings vs. market-leading brands. |
| 问题 | Almosafer is an online travel platform in Saudi Arabia. It competes with the international giants among online travel platforms like the globally renowned Booking.com. It also faces increasing competition from local platforms like Flyin.com.All travel platforms jostle for flight and hotel bookings (and market share), through persistent offers and price-offs. And because of deals and price-offs, Almosafer had shrunk to a smaller market share, among local brands, vs. Flyin.com (33.2% vs. 36.1%), and remained low vs. Booking.com (the market leader in Saudi Arabia).Saudis travel a lot during Ramadan and Eid. But, Almosafer hadn’t benefitted from that trend. Its bookings in Ramadan-2018 were the lowest since inception (only 28,665 flight and 31,323 hotel bookings).We needed to create an iconic Ramadan campaign, focusing on emotional meaningfulness, in a category full of rational benefits, with lower budgets than big brands that dominated media. |
| 媒体类别 | 案例研究 |
| 执行制片 | Manasvi Gosalia |
| 导演 | Tahaab Rais |
| 摄影指导 | Bobby Dhillon |
| 创意总监 | Ramzy Haddad |
| 创意总监 | Tahaab Rais |
| 创意总监 | Aunindo Sen |
| 创意总监 | Nayaab Rais |
| 执行创意总监 | Fouad Abdel Malak |
| 执行创意总监 | Oliver Robinson |
| 制作公司制片 | Kavya Iyer |
| 文案 | Tahaab Rais |
| 文案 | Aunindo Sen |
| 美术指导 | Tahaab Rais |
14. It's Everyone's Journey / Creatures of Habit (Bus)
| 标题 | Creatures of Habit (Bus) |
| 广告公司 | VML |
| 广告战役 | Creatures of Habit |
| 广告主 | Department for Transport |
| 品牌 | It's Everyone's Journey |
| 首次发布日期 | 2020 / 2 |
| 产品 | It's Everyone's Journey |
| 行业领域 | 公共交通 |
| 剧情简介 | The UK has a rocky relationship with public transport. And research has recently found that 1 in 4 disabled people in the UK avoid public transport due to the attitudes of other travellers, impacting their access to employment, healthcare, education and a social life. To deliver our important message successfully, we needed travellers to self reflect, rather than feel accused of bad behaviour. To do this, we created a beautifully animated world, full of empathy, and used charming animal characters; simple visual metaphors highlighting the bad habits we’re all guilty of. A catchy, but sincere original song delivers our message to travellers, gently illustrating that little changes in our behaviour can go a long way to creating a more considerate, and inclusive transport system for everyone. A first for this kind of government campaign. The campaign is composed of two hero films, commuter-friendly cut downs pushed on social, out-of-home, press and two radio spots. Early results indicate strong VTR across all social channels - a core asset breaking the industry ACR on Facebook by 266%. It's been independently picked and supported by over 10 partners in charity & transport sectors. |
| 媒体类别 | 电视 |
| 长度 | |
| Client | Department for Transport |
| Agency | VMLY&R |
| Chief Creative Officer | Laurent Simon |
| Chairman | Mark Roalfe |
| Creative Director | Gavin McGrath |
| Senior Creative | Perle Arteta, Christopher Joyce |
| Head of Design | Chris Willis |
| Strategy Director | Jonathan Ewles |
| Strategist | Jamie Murray |
| Business Director | Rebecca Bright |
| Senior Account Manager | Elliot Duck |
| Executive Producer | Tanya Fitzgerald |
| Producer | Roz Lawson |
| Project Director | Beth Dooley |
| Signe Cold | Design - Sam Nassour |
| Sean Weston | Animation - Duncan Gist, Marlène Beaube |
| Christina Nerlan | Clean up animation - Joanna Boyle, Chiara Sgatti, Alexandra “Sasha” Balan, Eleonora Quario, Alex Dray |
| Bethany Levy | Composite - Thomas Ricquier, Jesse Richards |
| Media agency – Planning | Wavemaker |
| Client Lead | Louise Rowcliffe |
| Strategy Lead | Robin Thomas |
| Strategy Director | Matt Hirschler |
| Account Manager | Ben Isaacs |
| Media agency – Buying | Manning Gottlieb |
| Client Lead | Richard Haywood |
| Effectiveness Manager | Ben Lees |
| Partnership Agency | 23Red |
| Sean Kinmont | Creative Director |
| Rob Garner | Head of Design |
| Rachel Tattersdill | Client Partner |
| John Coote | Account Director |
15. Thai Airways / #StayHome Miles Exchange
| 标题 | #StayHome Miles Exchange |
| 广告公司 | Wunderman Thompson |
| 广告战役 | #StayHome Miles Exchange |
| 广告主 | Thai Airways |
| 品牌 | Thai Airways |
| 首次发布日期 | 2020 / 4 |
| 行业领域 | 运输、旅行及旅游 |
| 剧情简介 | We flipped our miles program upside down, encouraging people to stay home to prevent the spread of the virus. Our app used geolocation technology to determine if users stayed within 100m radius of their homes and automatically rewarded them with miles. With that, Thai Airways not only rewarded members for staying in, it also gave them hope that future travel was not too far away. All they needed was an active frequent flyer membership (Royal Orchid Plus) with Thai Airways and the Stay Home Miles Exchange app on their device. With a simple and intuitive interface, the app used geolocation technology to determine if the user was within 100m radius of his / her home. Users could then track their own mile counters real time and enjoy home while collecting their rewards |
| 哲学 | The idea plays on the universal insight that the excitement around any trip doesn’t start with the flight – it starts with the planning. So the brand was not only rewarding members for staying in, it was also giving them hope that future travel was not too far away. |
| 问题 | Coronavirus landed early in Thailand and of all businesses, aviation was the most badly hit. As Thailand’s national carrier, Thai Airways had to innovate to stay relevant and keep its customers engaged with a different kind of travel experience.Creative IdeaWhile it’s customary to reward miles for the more you travel, Thai Airways has done the complete opposite and flipped the travel experience on its head, rewarding customers for staying within their own four walls. #StayHomeEarnMiles |
| 结果 | - #1 In health & fitness category in the app store. - $764K PR Value. - 37,230 Registered users. - 809,152 Miles awarded. - 3,236,608 Million hours spent indoors. |
| 媒体类别 | 互动 |
| 长度 | |
| 首席创意官 | João Braga |
| 执行创意总监 | Park Wannasiri |
| 创意总监 | Chatchai Butsabakorn |
| 美术指导 | Yannapat Boonkate |
| 文案 | Kunat Chaengcharat |
| 数字项目经理 | Pachara Tangsupap |
| Senior Programmer | Sutat Meesiri |
| Senior Programmer | Usana Chopsintawee |
| Senior Developer | Kittisak Ardkonghan |
| Front-End Developer | Tanawat Wongsawan |
| 项目经理 | Mira Vasukulkasemtorn |
| Client Services Director | Anocha Chaladpru |
| 客户总监 | Wasna Jirasuradej |
| 客户主管 | Pufah Nuntavisit |
| PR Company | Verve PR |
| Managing Director | Chanapatt Chindasanguan |
| General Manager | Saruttaya Mahanavarani |
| Business Group Director | Pornchanan Yamarat |
| PR Executive | Phitchaya Srithiphaphirom |
