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Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Transport & Tourism

 
Alternatives to crowded cities, cardboard boxes and a legendary Australian featured in some of the most moving travel campaigns.

Some of the biggest hits in transport and tourism were more about mobility than travel. Take the wonderful “Boxes” spot for Uber from Forsman & Bodernfors, which was all about unlocking traffic-clogged cities. Similar yet entirely different was Jung Von Matt’s genius idea of turning an Adidas sports shoe into an annual ticket, to persuade young people to take the subway. McCann New York scored big with an album featuring a selection of love songs that overturned gender clichés – all to promote MGM Resorts in Las Vegas, the marriage capital of the U.S. For Australia, Droga 5 created a mock trailer for a film featuring Crocodile Dundee’s hapless son. Elsewhere, a surf photographer abandoned the beaches of paradise for the storm-battered Lofoten archipelago in Norway, where he found a different kind of nirvana.

Most awarded
campaigns, brands &
agencies in
Transport & Tourism in 2018

Most awarded
campaigns, brands and
agencies in
Transport & Tourism in 2018

CAMPAIGNS

Brand, Title, Agency
1
Jung von Matt AG, Hamburg
2
McCann New York
3
McCann New York
4
McCann New York
5
Droga5, New York
6
Forsman & Bodenfors Göteborg
7
Accenture Song (formerly Kolle Rebbe), Hamburg
8
Jung von Matt/Limmat Werbeagentur AG, Zürich
9
AlmapBBDO, São Paulo
10
CHEP Network, South Yarra VIC
11
Clemenger BBDO Sydney, Walsh Bay
12
TBWA\Hunt\Lascaris Johannesburg
13
TBWA\Hunt\Lascaris Johannesburg
14
ROSA PARIS
15
BBDO Bangkok
16
TBWA\Hunt\Lascaris Johannesburg
17
dentsuMB, New York

BRANDS

Brand

AGENCIES

Name
1 McCann New York
2 Dentsu Inc., Tokyo
3 Droga5, New York
4 TBWA\Hunt\Lascaris Johannesburg
5 Forsman & Bodenfors Göteborg

Watch

TitelThe ticket-shoe
Agentur
Kampagne The ticket-shoe
Werbende Berliner Verkehrsbetriebe (BVG)
Marke Berliner Verkehrsbetriebe (BVG)
Datum der ersten Ausstrahlung/Veröffentlichung 2017
Geschäftsbereich Transport, Reise & Tourismus
Medientyp Interaktiv
Länge
Produktionsfirma
Direktor Kreation
Creative Director
Creative Director
Etatdirektor
TitelUniversal Love
Agentur
Kampagne Universal Love
Werbende MGM Resorts International
Marke MGM Resorts
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 4
Geschäftsbereich Hotels, Unterkunft
Story Las Vegas is the “wedding capital of the world,” but not necessarily for LGTBTQ couples. As the largest hotel brand in Vegas, and one with a long history of support for the LGBTQ community, MGM Resorts was on a mission to spread a message of inclusion, showing that Vegas was truly welcoming to all.;Throughout the history of music, love songs have almost solely celebrated heterosexual love. These well-known songs don’t reflect the changing definitions of love and marriage, making them harder for same-sex couples to fully embrace and relate to. As a result, these couples had few choices when it came to wedding songs that represent their relationship. As a popular destination for weddings, we realized MGM could help change that.;We decided to harness the power of music to bring a message of inclusivity to the world in the most entertaining way possible.
Medientyp Case Study
Länge
Regisseur
Executive Producer
Executive Producer
Casting
Redaktionsbüro
Kolorierung
Ton
Tusk Music Production
Executive Producer
TitelUniversal Love Songs
BriefMGM Resorts were hosting same-sex weddings years before they were made officially legal in the US. Until now, classic love songs have been something that only straight couples can truly “own.” This was a great opportunity to reimagine wedding songs and show that MGM (and Las Vegas in general) is open to everyone. A new album of classic love songs flipped the pronouns to upend norms and challenge traditional ideas of love. Bob Dylan, Kesha and St. Vincent were among those who transformed the songs, creating a new soundtrack that celebrates Universal Love.
Agentur
Kampagne Universal Love
Werbende MGM Resorts International
Marke MGM Resorts
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 4
Geschäftsbereich Hotels, Unterkunft
Story Las Vegas is the “wedding capital of the world,” but not necessarily for LGTBTQ couples. As the largest hotel brand in Vegas, and one with a long history of support for the LGBTQ community, MGM Resorts was on a mission to spread a message of inclusion, showing that Vegas was truly welcoming to all.;Throughout the history of music, love songs have almost solely celebrated heterosexual love. These well-known songs don’t reflect the changing definitions of love and marriage, making them harder for same-sex couples to fully embrace and relate to. As a result, these couples had few choices when it came to wedding songs that represent their relationship. As a popular destination for weddings, we realized MGM could help change that.;We decided to harness the power of music to bring a message of inclusivity to the world in the most entertaining way possible.
Story (Originalsprache) MGM Resorts has a long history of hiring and supporting members of the LGBTQ community. In fact, they were hosting same-sex weddings years before it was made officially legal in the United States.We realized that until now, classic love songs have been something that only straight couples can truly “own.” These well know songs don’t reflect LGBTQ relationships, making them harder for those couples to fully embrace and relate to. This was a great opportunity to reimagine wedding songs to show that MGM (and Las Vegas in general) is open to everyone, regardless of sexual orientation.There are countless love songs: songs about true love, lost love, forbidden love, love gone bad and love rekindled. But there aren’t many songs celebrating the love between same-sex couples. As a result, LGBTQ couples had few choices when it came to wedding songs. As a popular destination for weddings, we realized MGM could help change that.We created an album of classic love songs, flipping the pronouns to upend norms and challenge the traditional ideas of love and marriage, sharing a message of inclusivity in the process.We partnered with a group of iconic musicians spanning genres, generations and sexual orientation (Bob Dylan, Kesha, Benjamin Gibbard, St. Vincent, Kele Okereke, and Valerie June) to reimagine traditional love songs, creating a new soundtrack that celebrate Universal Love.Ultimately, we redefined what a love song means in popular entertainment. The impact, like the love it celebrates, was universal
Medientyp Case Study
Länge
Regisseur
Executive Producer
Executive Producer
Casting
Redaktionsbüro
Kolorierung
Ton
Tusk Music Production
Executive Producer
TitelUniversal Love
Agentur
Kampagne Universal Love
Werbende MGM Resorts International
Marke MGM Resorts International
PostedApril 2019
Geschäftsbereich Transport, Reise & Tourismus
Medientyp Internet-Film
Länge
Agency Network
Holding Company
CCO North America
Co-CCO
Co-CCO
Executive Creative Director
Executive Creative Director
Creative Director
Creative Director
Creative Director
Creative Director
Leitender Produktionsverantwortlicher
Executive Producer
Designer
Designer
President
EVP Executive Account Director
Etatdirektor
Director of Social and Mobile
Chief Communications Officer
Chief Experience Marketing Officer
SVP Marketing Strategy
VP Brand Strategy
VP of Media
SVP of Public Relations
Executive Producer
Executive Producer
Executive Producer
Website Production
Tonproduktion
Tonproduktion
Image Design
Produktionsfirma
Public Relations Agency
TitelDUNDEE: The Son Of A Legend Returns Home (Trailer 1)
Agentur
Kampagne Dundee: The Son of a Legend Returns
Werbende Tourism Australia
Marke Tourism Australia
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 2
Geschäftsbereich Bestimmungsörter (Länder und Plätze)
Medientyp Fernsehen
Länge
Tonstudio
Kreativvorstand
Creative Director
Creative Director
Stellvertretender Creative Director
Stellvertretender Creative Director
Designer
Designer
Associate Experience Design Director
Co-Director of Film Production
Executive Producer
Musik
Director of Business Affairs
Business Affairs Manager
Talent Manager
Traffic Manager
Co-Director of Interactive Production
Filmproduzent/Produzent
Filmproduzent/Produzent
Director of Art Production
Filmproduzent/Produzent
Associate Director
Group Strategy Director
Group Strategy Director Head of Digital Design
Communications Strategy Director
Communications Strategist
Data Strategist
Etatdirektor
Etatdirektor
Kundenbetreuer
Associate Account Manager
Projektmanager
Projektmanager
Projektmanager
PR manager
Werbeleiter
Geschäftsführer
Chief Marketing Officer (CMO)
General Manager
General Manager
Global Manager
Global Manager
Projektmanager
Global Manager
Global Manager
Global PR
Advocacy Manager
PR Manager North America
General Manager
Global Manager
Global Manager
Special Projects Manager
International Media Manager
Marketing Media Manager
General Manager
Produktionsfirma Revolver
Produktionsfirma
Produktionsfirma Biscuit Filmworks
Regisseur
Geschäftsführer
Geschäftsführer
Executive Producer
Executive Producer
Filmproduzent/Produzent
Direktor Fotografie
Kameramann
Drone Operator
Produktionsdesigner
Kostüme
Make-Up Artist
Spezialeffekte
Redaktionsbüro Exile
Cutter
Produktionsfirma
Post-Produktion
Kolorierung
Ton Heard City
Digitale Produktion
Medienagentur
Global Business Director
Global Strategy Director
Global Digital Director
Global Client Director
Global Digital Manager
PR Consultant
TitelBoxes - Let's Unlock Cities
Agentur
Kampagne Boxes
Werbende Uber
Marke Uber
Datum der ersten Ausstrahlung/Veröffentlichung 2017 / 11
Geschäftsbereich Öffentliche Verkehrsmittel
Story We enter a chaotic city where cars are replaced by cardboard boxes to show how traffic problems could be reduced if individuals didn't insist on driving their own vehicles. Why not turn to ride sharing instead?
Medientyp Interaktiv
Länge
Creative Agency
Leiter der Werbeabteilung
Etatdirektor
Kundenbetreuer
Account Supervisor
Art Director
Texter
Texter
PR Strategist
Designer
Designer
Etat-Planer
Etat-Planer
Agency Producer
Regisseur
Executive Producer
Filmproduzent/Produzent
Produktionsmanager
Direktor Fotografie
Assistant Director
Cutter
Spezialeffekte
Post Production Supervisor
Tonstudio
Produktionsfirma
Activation Strategy
Distribution Partner
TitelLOFOTEN
Agentur
Kampagne #LifeChangingPlaces
Werbende Lufthansa
Marke Lufthansa
Datum der ersten Ausstrahlung/Veröffentlichung 2017 / 9
Geschäftsbereich Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen
Story Shot in Lofoten, Norway, "#LifeChangingPlaces” is the first video of a series about people who are deeply affected by the incredible places they visited. Director Vincent Urban and his crew spent nine days on location in the Lofoten Islands capturing the most stunning imagery in bone-chilling conditions.
Medientyp Fernsehen
Länge
Post-Produktion
Produktionsfirma
Direktor Fotografie
Regisseur
Creative Director
Cutter
Sounddesigner
Sounddesigner
TitelFriendly photography ban in bergün
Agentur
Kampagne Friendly photography ban in bergün
Werbende Graubünden Ferien
Marke Graubünden Ferien
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 6
Geschäftsbereich Bestimmungsörter (Länder und Plätze)
Medientyp Internet-Film
Länge
TitelThe neymarless sponsorship
Agentur
Kampagne The neymarless sponsorship
Werbende Gol Linhas Aereas
Marke Gol Linhas Aereas
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 3
Geschäftsbereich Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen
Medientyp Integrated Media/360 Activation
Länge
TitelThe Billion Point Giveaway
BriefHow do you promote frequent flyer points in an entertaining way? Meet Tim, the intern who "accidentally" offered one billion free points to Velocity Frequent Flyer's 7.5 million members. The ensuing drama played out in a 40 episode online series. We see Velocity’s employees go fro denial to: “We’re going to need more planes." Unlike most dramas, where viewers tune in, this series "found" its audiences, remembered their past behaviour and served tailored content directly to them, making each customer journey unique.
Agentur
Kampagne The Billion Point Giveaway
Werbende Velocity Frequent Flyer
Marke 15% Velocity Frequent Flyer Bonus
PostedNovember 2017
Geschäftsbereich Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen
Story The previous four 15% bonus campaigns saw modest transfer increases despite strong media investment, necessitating headline-making creativity to shake the category and reinvigorate member relationships.

Meet Tim, the intern who ‘accidentally’ sent an email to some of Velocity Frequent Flyer’s 7.5M members offering a slice of 1 billion (instead of 1 million) Points when they transfer reward points to Velocity.

The ensuing dramatised consequences played-out in a 40-part mini-series during May. We follow Velocity’s employees as they go from denial, “what points?”, to realisation “We’re going to need more planes”. The implications of these high value Points flooding the market was contextualised with executions, ‘that’s something like 100,000 upgrades!’. Velocity employees eventually move to acceptance and relief “one week, just one week” - driving urgency in the campaign’s last days.

Unlike most dramas - where you tune in - this series found you, knew what you had seen, your past transfer behaviour, and served tailored content to you when you went online, making each customer journey unique.

Velocity’s first-party customer database was dissected into nine identifiable cohorts. Lookalike modelling was applied to high-value cohorts and budget directed to cultivate established customer relationships - increasing propensity for high-value conversions.

To help target non-transferring members and delivered new-member growth, we built an addressable audience across Facebook-3.4M and DBM-1.2M to predict conversion likelihood and refined owned contact strategies creating bespoke messaging across all channels.

Audiences were also targeted holistically with owned and paid media, including display banners, social posts, LinkedIn (where Tim job hunted), and in-airport collateral.

Consumers were then driven to a fully-responsive online microsite containing a purpose-built Points calculator. People entered in the amount of points they wanted to transfer, then a ‘result’ told them how big their share of points was and where they could go with them.
Problem The core of Velocity Frequent Flyer, the loyalty program of Virgin Australia, is to get people earning Velocity Points.This can be done in a myriad of ways. But the goal is to tap into the ‘everyday spend’ that approximately 7 million Australian’s (roughly 45% of Aussie consumer card holders) put on a credit card that earns some sort of rewards points.Velocity operates an ‘in-direct model’ and must encourage people to move these reward points to Velocity. People then use these points to take a flight with Virgin Australia or partner airlines.To encourage these transfers, Velocity have a bi-annual offer where members receive an additional 15% bonus points when they transfer these reward points to Velocity in May or November.
Medientyp Case Study
Produktionsfirma
Creative Director
Texter
Art Director
Fotograf
Regisseur
Filmproduzent/Produzent
Filmproduzent/Produzent
Agency Producer
Agency Producer
Agency Producer
TitelAussie News Today
Agentur
Kampagne There's Nothing Like Australia
Werbende Tourism Australia
Marke Australia
Datum der ersten Ausstrahlung/Veröffentlichung 2017 / 10
Geschäftsbereich Bestimmungsörter (Länder und Plätze)
Medientyp Internet-Film
Länge
TitelDate
Agentur
Kampagne Flight Centre
Werbende Flight Centre
Marke Youth & Adventure
PostedJunI 2018
Geschäftsbereich Transport, Reise & Tourismus
Medientyp Radio
Länge
TitelSwim
Agentur
Kampagne Flight Centre
Werbende Flight Centre
Marke Youth & Adventure
PostedJunI 2018
Geschäftsbereich Transport, Reise & Tourismus
Medientyp Radio
Länge
TitelHUMAN MONUMENTS
Agentur
Kampagne Human Monuments
Werbende Thalys
Marke Thalys
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 4
Geschäftsbereich Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen
Story In Brussels, says train service Thalys and its agency, the real monuments are its people. An entertaining Facebook event played on this idea. People were invited to test a "Holobooth", a futuristic photo booth capable of capturing them in 360° and creating their hologram. The hologram was then projected onto a stone slab, creating gigantic silhouettes more than five metres high.
Medientyp Case Study
Länge
Markt Belgien, Niederlande, Großbritannien
Client
Client
Client
Client
Client
Co-founder
Co-founder
Co-founder
ECD
ECD
General director
Group account director
Account manager
Account executive
Copywriter
Art director
TV producer
PRODUCTION
Producer
Production director
Director
DOP
Post production FIRM
HOLOGRAM
Director
Account manager
TitelSpiritual Festival
Agentur
Kampagne Flight Centre
Werbende Flight Centre
Marke Youth & Adventure
PostedJuli 2016
Geschäftsbereich Transport, Reise & Tourismus
Medientyp Radio
Länge
TitelReal- Time Taxi Display
Agentur
Kampagne Real Time- Taxi Display
Werbende United Airlines
Marke United Airlines
PostedNovember 2017
Geschäftsbereich Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen
Philosophie United Airlines’ strength in New York is rooted in its Newark International Airport (EWR) hub in New Jersey. New Yorkers are familiar with both the EWR and JFK airports, but for most, the idea of flying from a New Jersey airport seems inconvenient and distant.

In reality, Newark is actually closer to Manhattan than perceived, so getting to EWR by taxi is significantly faster than getting to JFK. To prove this to New Yorkers, we programmed GPS software integrated with real-time traffic data into 125 digital taxi tops and displayed a comparison between the travel time to JFK vs EWR.
Ergebnis The taxi displays were 100% dynamic and would update in real time with every change in the taxi’s position, evolving traffic patterns, and unpredictable events like car accidents or weather.
This represents the first time real-time traffic data has been used to display a dynamic ad on top of a taxi.
Medientyp Presse & Publikationen
Media Company
Medienplaner
Medienplaner
Agency Account Executive
Agency Account Supervisor
Agency Account Director
Agency Planning Director
Executive Creative Director
Group Creative Director
Texter
Art Director
Art Director
Produktionsfirma

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