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
| Titel | 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. |
| Agentur | FCB/SIX |
| Kampagne | Go Back To Africa |
| Werbende | Black & Abroad |
| Marke | Black & Abroad |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2019 / 4 |
| Geschäftsbereich | Reisebüros, Reiseführer |
| Story | 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. |
| Medientyp | Interaktiv |
| Länge | |
| Markt | Kanada |
| Post-Produktion | Rooster Post Production |
| Executive Creative Director | Ian Mackenzie |
| Stellvertretender Creative Director | Frederick Nduna |
| Stellvertretender Creative Director | Andrew Bernardi |
| Texter | Curtis Chapman |
| Designer | Ramon Charles |
| Etatdirektor | 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 |
| Agentur | FCB/SIX |
| Cutter | Jeff Poremba |
| Cutter | Colin Murdock |
| Assistenzredakteur | Shane Preston |
| Executive Producer | Yumiko Suyama |
| Executive Producer | Kristen Van Fleet |
| Medienagentur | Initiative |
| PR manager | Shannon Stephaniuk |
| PR Agency | Glossy |
| Music & Sound Design | Grayson Matthews |
| Music Producer | Mark Domitric |
| Sound Engineer | Vlad Nikolic |
| Media Producer | Nicholas Shaw |
2. S7 Airlines / We Are Siberia
| Titel | 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. |
| Agentur | TutkovBudkov |
| Kampagne | We Are Siberia |
| Werbende | S7 Airlines |
| Marke | S7 Airlines |
| Posted | November 2019 |
| Geschäftsbereich | Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen |
| Story | Russian airline S7 rebranded itself back to its original name, Siberia, in order to draw attention to the unprecedented scale of global wildfires. |
| Medientyp | Social Media |
| Executive Creative Director | Dmitry Tutkov |
| Etatdirektor | Sergey Polyakov |
| Art Director | Natasha Kuchishkina |
| Creative Director | Oleg Barinboim |
| Kundenbetreuer | Kostya Novochadov |
3. Berliner Verkehrsbetriebe (BVG) / Mind the gap
| Titel | 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!" |
| Agentur | Serviceplan Group |
| Kampagne | Mind the gap |
| Werbende | Berliner Verkehrsbetriebe (BVG) |
| Marke | Berliner Verkehrsbetriebe (BVG) |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2019 / 5 |
| Geschäftsbereich | Transport, Reise & Tourismus |
| Story | 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'. |
| Problem | vvvvvv |
| Medientyp | Case Study |
| Länge | |
| Texter | Sebastian Bialon |
| Texter | Jan Roters |
| Art Director | Wenke Möller-Madhana |
| Art Director | Nils Frankenbach |
| Chief Creative Officer | 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 |
| Texter | Sebastian Bialon |
| Senior Media Consultant | Jana Dreger |
| Medienagentur | MEDIAPLUS |
| Regisseur | EVA JULIA MANNEKE |
4. China Airlines / Souvenirs From Travel
| Titel | Souvenirs From Travel |
| Agentur | Leo Burnett Taiwan |
| Kampagne | #WhatTravelBringsYou |
| Werbende | China Airlines |
| Marke | China Airlines |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2019 / 6 |
| Geschäftsbereich | Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen |
| Story | 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. |
| Medientyp | Fernsehen |
| Länge | |
| Chief Creative Officer | Murphy Chou |
| Kreativpartner | Jin Yang |
| Texter | Murphy Chou |
| Texter | Jin Yang |
| Texter | Chiahan Chen |
| Texter | April Kuo |
| Art Director | Nana Tsai |
| Leiter Strategie | Leslie Chang |
| Agency Producer | Evans Kao |
| Kaufmännischer Geschäftsführer | Sylvia Cheng |
| Account Executive | della Chen |
| Regisseur | Ging-Zim Lo |
| Fotograf | John Lin |
| Executive Producer | Sharon Kuo |
| Filmproduzent/Produzent | Terri Chen |
| Cutter | Chang Chien |
| Cutter | Pai Mei |
| Sounddesigner | Allen Shih |
| Produktionsfirma | YUAN YUAN Production Taipei |
5. New Orleans Tourism Marketing Corporation (NOTMC) / The Offline Playlist
| Titel | The Offline Playlist |
| Agentur | 360i |
| Kampagne | The Offline Playlist |
| Werbende | New Orleans Tourism Marketing Corporation |
| Marke | New Orleans Tourism Marketing Corporation (NOTMC) |
| Posted | April 2020 |
| Geschäftsbereich | Bestimmungsörter (Länder und Plätze) |
| Medientyp | Andere |
| New Orleans Tourism President & CEO | Mark Romig |
| New Orleans Tourism VP Marketing & Special Events | Jeremy Cooker |
| Chief Creative Officer | Menno Kluin |
| Executive Creative Director | Frank Cartagena |
| Executive Creative Director | Sam Shepherd |
| Creative Director | Andrew Hunter |
| Creative Director | Doug Murray |
| AssociateCopywriter | Christian Napolitano |
| AssociateArt Director | Taylor Roberts |
| Designer | Brian Gartside |
| Designer | Sophia Del Plato |
| Etatdirektor | PJ Sibille |
| EVP Media | Scott Daly |
| Media Supervisor | Melissa Flaherty |
| Medienmanager | Liana Comito |
| Strategy Director | Leslie Brennan |
| Senior Director Influencer Marketing | Scott Slattery |
| PR | Scott Slattery |
| Manager Influencer Marketing | Emily Rizzo |
| PR | Emily Rizzo |
| Executive Producer | Carly Salaman |
| Business Affairs | Linda Ferrara |
| Produktion | 11 Days |
| Executive Producer | Shelby Hunter |
| Regisseur | Brian |
| Filmproduzent/Produzent | Cindy Fertitta |
| DP | Natalie Kingston |
| Cutter | Pete Slife |
| Image Design | Michelle Morris |
| Mix | Carl Mandelbaum |
| Kolorierung | Kath Raisch |
| Fotografie / Illustration | Danny Clinch |
| Fotografie / Illustration | Justen Williams |
6. Visit Faroe Islands / Remote Tourism
| Titel | 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.” |
| Agentur | Mensch & Sansir |
| Kampagne | Remote Tourism |
| Werbende | Visit Faroe Islands |
| Marke | Visit Faroe Islands |
| Posted | Dezember 2020 |
| Geschäftsbereich | Bestimmungsörter (Länder und Plätze) |
| Story | 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. |
| Medientyp | Interaktiv |
| Entrant Company | Mensch & Sansir |
| Global PR | Verizon Media |
| Local PR | Ehrenberg Sørensen kommunikation |
7. Lufthansa / #SayYesToEurope
| Titel | #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. |
| Agentur | Accenture Song (formerly Kolle Rebbe) |
| Kampagne | #SayYesToEurope |
| Werbende | Lufthansa |
| Marke | Lufthansa |
| Posted | November 2019 |
| Geschäftsbereich | Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen |
| Story | 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. |
| Medientyp | Informationsmaterial & Direktmarketing |
| VP, Marketing | Alexander Schlaubitz |
| Head of Marketing | Claudia Dreismann |
| Head of Marketing | Benita Struve |
| Chief Creative Officer | Fabian Frese |
| Creative Director | Cookie Peschmann |
| Account Supervisor | Jan Vierig |
| Kundenbetreuer | Tim Felicetti |
| Kundenbetreuer | Moritz Kiehn |
| Kundenbetreuer | Björn-Thore Bietz |
| Art Director | Cookie Peschmann |
| Art Director | Birte Rössner |
| Texter | Fridtjof Vieth |
| Agency Producer | Ole Brand |
| Produktionsmanager | Martin Luhe |
| Art Buyer | Wiebke Burmeister |
| Online Concept | Emma Paraschiakou |
| Social Media Agentur | Elbkind Reply GmbH |
| PR Agency | achtung! GmbH |
| Produktionsfirma | 27 Kilometer Entertainment GmbH |
| Creative Producer | Walta Hagos |
| Produzent | Annegret Feistl |
| Creative Producer | Leonard Witte |
| Production Supervisor | Malte Schlieker |
| Fotograf | Felix Strosetzki |
| Direktor Fotografie | Bilal Hadzic |
| Direktor Fotografie | Lucas Pretzel |
| DOP Assistant | Stephan Zimmer |
| Cutter | Falko Tilgner |
| Cutter | Maik Sperling |
| Kolorist | Alexander Steinkopf |
| Tonstudio | The Soundshack GmbH |
| Audioingenieur | Konrad Peschmann |
| Komponist | Josh Leake |
8. Faroe Islands / Closed for Maintenance
| Titel | Closed for Maintenance |
| Agentur | Mensch & Sansir |
| Kampagne | Closed for Maintenance |
| Werbende | Visit Faroe Islands & Atlantic Airways |
| Marke | Faroe Islands |
| Posted | September 2019 |
| Geschäftsbereich | Transport, Reise & Tourismus |
| Story | 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. |
| Medientyp | Events |
| Länge | |
| Werbeagentur | Mensch |
| Design Agency | Mensch |
| Production Company | Sansir |
| Chief Creative Officer | Rune Hørslev |
| Account Executive | Tor Verland |
| Art Director | Bogi Henriksen |
| Texter | Flemming Boutrup |
| Chief Creative Officer | Frederik Preisler |
| Projektmanager | Isabella Sofie Nielsen |
| Account Executive | Rasmus Mikkelsen |
| Projektmanager | Anna Taussi |
| Art Director | Poul Clements |
9. Bolt / Save your ears
| Titel | 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. |
| Agentur | BBDO Ukraine |
| Kampagne | Save your ears |
| Werbende | Bolt |
| Marke | Bolt |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2020 / 10 |
| Geschäftsbereich | Transport, Reise & Tourismus |
| Story | 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. |
| Medientyp | Interaktive Outdoor Experience |
| Länge | |
| Chief Executive Officer (CEO) | Victor Ishkov |
| Executive Creative Director | Anze Jereb |
| Creative Director | Denis Keleberdenko |
| Leiter Creative Group | Dima Kishka |
| Art Director | Oleh Prystupa |
| Art Director | Pavlo Melnyk-Krysachenko |
| Grafik-Designer | Stanislav Nizamov |
| Grafik-Designer | Anastasiia Zhytnyk |
| Filmproduzent/Produzent | Alexsandra Guliai |
| Direktor Kundenservice | Irina Danilevskaya |
| Etatdirektor | Halyna Sokulska |
| Grafik-Designer | Arsenii Artemiev |
| New Business Manager | Elena Kravtsova |
10. Wheelchange Tours / Wheelchange Tours
| Titel | 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. |
| Agentur | FCB Lisbon |
| Kampagne | Wheelchange Tours |
| Werbende | Tur4All |
| Marke | Wheelchange Tours |
| Posted | November 2019 |
| Geschäftsbereich | Transport, Reise & Tourismus |
| Story | 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. |
| Problem | 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. |
| Medientyp | Case Study |
| Creative Director | edson athayde |
| Creative Director | Luis Silva Dias |
| Chief Creative Officer | edson athayde |
| Texter | edson athayde |
| Texter | Márcio Nazianzeno |
| Art Director | Eduardo Pastor |
| Art Director | Andre Santos |
| Designer | João Martins |
| Produktionsfirma | BRO cinema |
| Regisseur | Mário Patrocínio |
| Ton | O Menino Grava |
11. Airbnb / Fú 福
| Titel | Fú 福 |
| Agentur | Final Frontier & Taiko Studios |
| Kampagne | Fú 福 |
| Werbende | Airbnb |
| Marke | Airbnb |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2020 / 1 |
| Geschäftsbereich | Transport, Reise & Tourismus |
| Medientyp | Internet-Film |
| Länge | |
| Produktionsfirma | Final Frontier & Taiko Studios |
| Executive Producer | Chris Colman |
| Executive Producer | Julieta Zajaczkowski |
| Executive Producer | Gustavo Karam |
| Produktionsleitung | Yanyie Tran |
| Image Design | Matias Sesti |
| Image Design | Nicolas Agarzua |
| Image Design | Patricio Passaralli |
| Illustrator | Isaac-Hugo Barbosa |
| Creative Director | Justin Leung |
| Designer | Vicki Sun |
| Texter | 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 |
| Regisseur | Shaofu Zhang |
12. Flying Blue / Jetlag Social Club
| Titel | Jetlag Social Club |
| Agentur | DENTSU CREATIVE |
| Kampagne | Jetlag Social Club |
| Werbende | Flying Blue |
| Marke | Flying Blue |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2019 / 6 |
| Geschäftsbereich | Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen |
| Medientyp | Internet-Film |
| Länge | |
| Communications Director | Magali Mayanda |
| Content Strategist | Naima Kissane |
| Geschäftsführer | Cécile Bitoun |
| Geschäftsführender Teilhaber | Aurélie Mazodier |
| Projektmanager | Christelle Picart |
| Executive Creative Director | Marc Badinand |
| Executive Creative Director | Elzéar de Trentinian |
| Texter | Thibaud Le Juge de Segrais |
13. Almosafer / As far as we go
| Titel | 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. |
| Agentur | FP7/RUH |
| Kampagne | As far as we go |
| Werbende | Almosafer |
| Marke | Almosafer |
| Posted | November 2019 |
| Geschäftsbereich | Reisebüros, Reiseführer |
| Story | 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. |
| Problem | 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. |
| Medientyp | Case Study |
| Executive Producer | Manasvi Gosalia |
| Regisseur | Tahaab Rais |
| Direktor Fotografie | Bobby Dhillon |
| Creative Director | Ramzy Haddad |
| Creative Director | Tahaab Rais |
| Creative Director | Aunindo Sen |
| Creative Director | Nayaab Rais |
| Executive Creative Director | Fouad Abdel Malak |
| Executive Creative Director | Oliver Robinson |
| Filmproduzent/Produzent | Kavya Iyer |
| Texter | Tahaab Rais |
| Texter | Aunindo Sen |
| Art Director | Tahaab Rais |
14. It's Everyone's Journey / Creatures of Habit (Bus)
| Titel | Creatures of Habit (Bus) |
| Agentur | VML |
| Kampagne | Creatures of Habit |
| Werbende | Department for Transport |
| Marke | It's Everyone's Journey |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2020 / 2 |
| Produkt | It's Everyone's Journey |
| Geschäftsbereich | Öffentliche Verkehrsmittel |
| Story | 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. |
| Medientyp | Fernsehen |
| Länge | |
| 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
| Titel | #StayHome Miles Exchange |
| Agentur | Wunderman Thompson |
| Kampagne | #StayHome Miles Exchange |
| Werbende | Thai Airways |
| Marke | Thai Airways |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2020 / 4 |
| Geschäftsbereich | Transport, Reise & Tourismus |
| Story | 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 |
| Philosophie | 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. |
| Problem | 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 |
| Ergebnis | - #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. |
| Medientyp | Interaktiv |
| Länge | |
| Chief Creative Officer | João Braga |
| Executive Creative Director | Park Wannasiri |
| Creative Director | Chatchai Butsabakorn |
| Art Director | Yannapat Boonkate |
| Texter | Kunat Chaengcharat |
| Projektmanager Digital | Pachara Tangsupap |
| Senior Programmer | Sutat Meesiri |
| Senior Programmer | Usana Chopsintawee |
| Senior Developer | Kittisak Ardkonghan |
| Front-End Developer | Tanawat Wongsawan |
| Projektmanager | Mira Vasukulkasemtorn |
| Direktor Kundenservice | Anocha Chaladpru |
| Etatdirektor | Wasna Jirasuradej |
| Account Executive | Pufah Nuntavisit |
| PR Company | Verve PR |
| Geschäftsführer | Chanapatt Chindasanguan |
| General Manager | Saruttaya Mahanavarani |
| Business Group Director | Pornchanan Yamarat |
| PR Executive | Phitchaya Srithiphaphirom |
