Imagine Where We Can Take You: VCCP for easyJet

Ben McCarthy

Art Director — Goodby Silverstein & Partners

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Seb Housden

Creative Director — VCCP

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Tell us about your role in the creation of this work.

As the lead creative team our role was to deliver the campaign from conception of the idea through to execution. We were supported by a broad team, whose work we helped overview, to ensure a consistent and relevant tone of voice across all media channels.

Give us an overview of the campaign, what is it about?

Gone are the days when flying was the preserve of the privileged few. Through great value and low fares flights, easyJet made flying accessible.  And now with access to over 1000 routes at the tap of an app, they’ve opened up a world of possibility. So all passengers just have to do is imagine where easyJet can take them.

Tell us about the details creative brief, what did it ask?

The brief was simple. Celebrate travel and the ease of flight.

Which insight led to the creation of this piece of work?

Flying is amazing. You could be in Paris having a continental breakfast, then Rome in the evening for dinner. We want to show the breadth of experiences we can have thanks to the ease and low cost of air travel. It’s made the world a smaller place and the only limits to where you can go are your imagination.

Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?  

We always present several routes to our clients in what is a very collaborative process. We’re delighted that they chose our favourite route and allowed us to develop it.

How did the client initially react to this idea?

They were onboard straight away, brave, bold and ambitious pushing us to realize every ounce of the ideas potential. They understood how the work reflected where the brand had come from but also looked forward to what it could become.

What was the greatest challenge that you and your team faced during development?

For us it was demonstrating to everyone how things would look that have never been created before. Take the ‘cloud cube’ in the opening scenes for example. Luckily we had a very good directing team in The Sacred Egg, post house in MPC and a client who was willing to listen and trust in what they were saying.

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

It was brilliant to see how every part of the campaign came together. These days an idea needs to be able to traverse different media channels and touch points to be truly engaging.

This campaign achieved that from digital out of home, that was all shot from above, to amazing app functionality that allows you to book a flight based on a photo you’ve just seen on your friend’s Instagram account.

Where do you see this campaign going in the future?

easyJet is a brand that has grown with such phenomenal success it’s hard to believe it was only founded in 1995. This campaign is a reflection of that success and where the brand is today. We hope it will help them celebrate the ease and joy of travel for several years to come.