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
| Заголовок | 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. |
| Агентство | FCB/SIX |
| Кампания | Go Back To Africa |
| Рекламодатель | Black & Abroad |
| Бренд | Black & Abroad |
| Дата первой трансляции/Публикации | 2019 / 4 |
| Бизнес сектор | Турфирмы, туроператоры |
| История | 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. |
| Тип медиа | Digital |
| Длина | |
| Рынок | Canada |
| Послепроизводственный этап | Rooster Post Production |
| Исполнительный креативный директор | Ian Mackenzie |
| Ассоциированный креативный директор | Frederick Nduna |
| Ассоциированный креативный директор | Andrew Bernardi |
| Копирайтер | Curtis Chapman |
| Дизайнер | Ramon Charles |
| Директор рабочей группы клиента | Fraser Jackson |
| Интегрированный продюсер | Gillian Morrison |
| Producer | Kristine Lippett |
| EVP Strategy | Anna Percy-Dove |
| Стратегический директор | Paul Hanlon |
| Стратег | 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 |
| Президент | Andrea Cook |
| SVP, Director of Global Communications & PR | Melanie Mitchem |
| Агентство | FCB/SIX |
| Редактор | Jeff Poremba |
| Редактор | Colin Murdock |
| Заместитель редактора | Shane Preston |
| Исполнительный продюсер | Yumiko Suyama |
| Исполнительный продюсер | Kristen Van Fleet |
| Медиа-агентство | Initiative |
| PR-менеджер | Shannon Stephaniuk |
| PR-агентство | Glossy |
| Music & Sound Design | Grayson Matthews |
| Музыкальный продюсер | Mark Domitric |
| Звукооператор | Vlad Nikolic |
| Media Producer | Nicholas Shaw |
2. S7 Airlines / We Are Siberia
| Заголовок | 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. |
| Агентство | TutkovBudkov |
| Кампания | We Are Siberia |
| Рекламодатель | S7 Airlines |
| Бренд | S7 Airlines |
| Posted | Ноябрь 2019 |
| Бизнес сектор | Авиакомпании, аэропорты, железные дороги, автобусные линии, паромы и круизы |
| История | Russian airline S7 rebranded itself back to its original name, Siberia, in order to draw attention to the unprecedented scale of global wildfires. |
| Тип медиа | Социальные медиа |
| Исполнительный креативный директор | Dmitry Tutkov |
| Директор рабочей группы клиента | Sergey Polyakov |
| Арт-директор | Natasha Kuchishkina |
| Креативный директор | Oleg Barinboim |
| Специалист по работе с заказчиками | Kostya Novochadov |
3. Berliner Verkehrsbetriebe (BVG) / Mind the gap
| Заголовок | 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!" |
| Агентство | Serviceplan Group |
| Кампания | Mind the gap |
| Рекламодатель | Berliner Verkehrsbetriebe (BVG) |
| Бренд | Berliner Verkehrsbetriebe (BVG) |
| Дата первой трансляции/Публикации | 2019 / 5 |
| Бизнес сектор | Транспорт, путешествия и туризм |
| История | 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'. |
| Проблема | vvvvvv |
| Тип медиа | Анализ ситуации |
| Длина | |
| Копирайтер | Sebastian Bialon |
| Копирайтер | Jan Roters |
| Арт-директор | Wenke Möller-Madhana |
| Арт-директор | Nils Frankenbach |
| Главный креативный директор | Alex Schill |
| Creative Director | Myles Lord |
| Account Manager | Philipp Krause |
| Account | Sandra Bergström |
| Главный управляющий | Patricia Nassauer |
| Production Company | Media Monks Amsterdam |
| Technical Director | Richard Heuser |
| Technical Director | Edwin Scholte |
| Producer | Chance Woodward |
| Копирайтер | Sebastian Bialon |
| Senior Media Consultant | Jana Dreger |
| Медиа-агентство | MEDIAPLUS |
| Директор | EVA JULIA MANNEKE |
4. China Airlines / Souvenirs From Travel
| Заголовок | Souvenirs From Travel |
| Агентство | Leo Burnett Taiwan |
| Кампания | #WhatTravelBringsYou |
| Рекламодатель | China Airlines |
| Бренд | China Airlines |
| Дата первой трансляции/Публикации | 2019 / 6 |
| Бизнес сектор | Авиакомпании, аэропорты, железные дороги, автобусные линии, паромы и круизы |
| История | 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. |
| Тип медиа | Телевидение |
| Длина | |
| Главный креативный директор | Murphy Chou |
| Творческий партнер | Jin Yang |
| Копирайтер | Murphy Chou |
| Копирайтер | Jin Yang |
| Копирайтер | Chiahan Chen |
| Копирайтер | April Kuo |
| Арт-директор | Nana Tsai |
| Директор по стратегии | Leslie Chang |
| Продюсер агентства | Evans Kao |
| Коммерческий директор | Sylvia Cheng |
| Делопроизводитель | della Chen |
| Директор | Ging-Zim Lo |
| Фотограф | John Lin |
| Исполнительный продюсер | Sharon Kuo |
| Продюсер Продакшн Студии | Terri Chen |
| Редактор | Chang Chien |
| Редактор | Pai Mei |
| Звукорежиссер | Allen Shih |
| Продакшн Студия | YUAN YUAN Production Taipei |
5. New Orleans Tourism Marketing Corporation (NOTMC) / The Offline Playlist
| Заголовок | The Offline Playlist |
| Агентство | 360i |
| Кампания | The Offline Playlist |
| Рекламодатель | New Orleans Tourism Marketing Corporation |
| Бренд | New Orleans Tourism Marketing Corporation (NOTMC) |
| Posted | Апрель 2020 |
| Бизнес сектор | Пункты назначения (Страны и места) |
| Тип медиа | Другие |
| New Orleans Tourism President & CEO | Mark Romig |
| New Orleans Tourism VP Marketing & Special Events | Jeremy Cooker |
| Главный креативный директор | Menno Kluin |
| Исполнительный креативный директор | Frank Cartagena |
| Исполнительный креативный директор | Sam Shepherd |
| Креативный директор | Andrew Hunter |
| Креативный директор | Doug Murray |
| AssociateCopywriter | Christian Napolitano |
| AssociateArt Director | Taylor Roberts |
| Дизайнер | Brian Gartside |
| Дизайнер | Sophia Del Plato |
| Директор рабочей группы клиента | PJ Sibille |
| EVP Media | Scott Daly |
| Медиа-руководитель | Melissa Flaherty |
| Управляющий службой средств рекламы | Liana Comito |
| Стратегический директор | Leslie Brennan |
| Senior Director Influencer Marketing | Scott Slattery |
| PR | Scott Slattery |
| Manager Influencer Marketing | Emily Rizzo |
| PR | Emily Rizzo |
| Исполнительный продюсер | Carly Salaman |
| Коммерческие дела | Linda Ferrara |
| Производство | 11 Days |
| Исполнительный продюсер | Shelby Hunter |
| Директор | Brian |
| Продюсер Продакшн Студии | Cindy Fertitta |
| DP | Natalie Kingston |
| Редактор | Pete Slife |
| Анимация / 3D | Michelle Morris |
| Смешивание | Carl Mandelbaum |
| Покраска | Kath Raisch |
| Фото / Иллюстрации | Danny Clinch |
| Фото / Иллюстрации | Justen Williams |
6. Visit Faroe Islands / Remote Tourism
| Заголовок | 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.” |
| Агентство | Mensch & Sansir |
| Кампания | Remote Tourism |
| Рекламодатель | Visit Faroe Islands |
| Бренд | Visit Faroe Islands |
| Posted | Декабрь 2020 |
| Бизнес сектор | Пункты назначения (Страны и места) |
| История | 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. |
| Тип медиа | Digital |
| Entrant Company | Mensch & Sansir |
| Global PR | Verizon Media |
| Local PR | Ehrenberg Sørensen kommunikation |
7. Lufthansa / #SayYesToEurope
| Заголовок | #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. |
| Агентство | Accenture Song (formerly Kolle Rebbe) |
| Кампания | #SayYesToEurope |
| Рекламодатель | Lufthansa |
| Бренд | Lufthansa |
| Posted | Ноябрь 2019 |
| Бизнес сектор | Авиакомпании, аэропорты, железные дороги, автобусные линии, паромы и круизы |
| История | 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. |
| Тип медиа | Прямой маркетинг |
| VP, Marketing | Alexander Schlaubitz |
| Head of Marketing | Claudia Dreismann |
| Head of Marketing | Benita Struve |
| Главный креативный директор | Fabian Frese |
| Креативный директор | Cookie Peschmann |
| Руководитель группы по связям с рекламодателями | Jan Vierig |
| Специалист по работе с заказчиками | Tim Felicetti |
| Специалист по работе с заказчиками | Moritz Kiehn |
| Специалист по работе с заказчиками | Björn-Thore Bietz |
| Арт-директор | Cookie Peschmann |
| Арт-директор | Birte Rössner |
| Копирайтер | Fridtjof Vieth |
| Продюсер агентства | Ole Brand |
| Управляющий производством | Martin Luhe |
| Закупщик художественного оформления | Wiebke Burmeister |
| Онлайн концепция | Emma Paraschiakou |
| Social Media Agency | Elbkind Reply GmbH |
| PR-агентство | achtung! GmbH |
| Продакшн Студия | 27 Kilometer Entertainment GmbH |
| Креативный продюсер | Walta Hagos |
| Продюсер | Annegret Feistl |
| Креативный продюсер | Leonard Witte |
| Администратор производства | Malte Schlieker |
| Фотограф | Felix Strosetzki |
| Оператор-постановщик | Bilal Hadzic |
| Оператор-постановщик | Lucas Pretzel |
| DOP Assistant | Stephan Zimmer |
| Редактор | Falko Tilgner |
| Редактор | Maik Sperling |
| Колорист | Alexander Steinkopf |
| Звуковой дизайн компании | The Soundshack GmbH |
| Звукооператор | Konrad Peschmann |
| Композитор | Josh Leake |
8. Faroe Islands / Closed for Maintenance
| Заголовок | Closed for Maintenance |
| Агентство | Mensch & Sansir |
| Кампания | Closed for Maintenance |
| Рекламодатель | Visit Faroe Islands & Atlantic Airways |
| Бренд | Faroe Islands |
| Posted | Сентябрь 2019 |
| Бизнес сектор | Транспорт, путешествия и туризм |
| История | 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. |
| Тип медиа | Мероприятия |
| Длина | |
| Рекламное Агентство | Mensch |
| Design Agency | Mensch |
| Production Company | Sansir |
| Главный креативный директор | Rune Hørslev |
| Делопроизводитель | Tor Verland |
| Арт-директор | Bogi Henriksen |
| Копирайтер | Flemming Boutrup |
| Главный креативный директор | Frederik Preisler |
| Менеджер проекта | Isabella Sofie Nielsen |
| Делопроизводитель | Rasmus Mikkelsen |
| Менеджер проекта | Anna Taussi |
| Арт-директор | Poul Clements |
9. Bolt / Save your ears
| Заголовок | 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. |
| Агентство | BBDO Ukraine |
| Кампания | Save your ears |
| Рекламодатель | Bolt |
| Бренд | Bolt |
| Дата первой трансляции/Публикации | 2020 / 10 |
| Бизнес сектор | Транспорт, путешествия и туризм |
| История | 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. |
| Тип медиа | Интерактивный открытый опыт |
| Длина | |
| Главный исполнительный директор (CEO) | Victor Ishkov |
| Исполнительный креативный директор | Anze Jereb |
| Креативный директор | Denis Keleberdenko |
| Руководитель креативной группы | Dima Kishka |
| Арт-директор | Oleh Prystupa |
| Арт-директор | Pavlo Melnyk-Krysachenko |
| Графический дизайнер | Stanislav Nizamov |
| Графический дизайнер | Anastasiia Zhytnyk |
| Продюсер Продакшн Студии | Alexsandra Guliai |
| Директор по обслуживанию клиентов | Irina Danilevskaya |
| Директор рабочей группы клиента | Halyna Sokulska |
| Графический дизайнер | Arsenii Artemiev |
| New Business Manager | Elena Kravtsova |
10. Wheelchange Tours / Wheelchange Tours
| Заголовок | 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. |
| Агентство | FCB Lisbon |
| Кампания | Wheelchange Tours |
| Рекламодатель | Tur4All |
| Бренд | Wheelchange Tours |
| Posted | Ноябрь 2019 |
| Бизнес сектор | Транспорт, путешествия и туризм |
| История | 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. |
| Проблема | 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. |
| Тип медиа | Анализ ситуации |
| Креативный директор | edson athayde |
| Креативный директор | Luis Silva Dias |
| Главный креативный директор | edson athayde |
| Копирайтер | edson athayde |
| Копирайтер | Márcio Nazianzeno |
| Арт-директор | Eduardo Pastor |
| Арт-директор | Andre Santos |
| Дизайнер | João Martins |
| Продакшн Студия | BRO cinema |
| Директор | Mário Patrocínio |
| Звук | O Menino Grava |
11. Airbnb / Fú 福
| Заголовок | Fú 福 |
| Агентство | Final Frontier & Taiko Studios |
| Кампания | Fú 福 |
| Рекламодатель | Airbnb |
| Бренд | Airbnb |
| Дата первой трансляции/Публикации | 2020 / 1 |
| Бизнес сектор | Транспорт, путешествия и туризм |
| Тип медиа | Веб-фильм |
| Длина | |
| Продакшн Студия | Final Frontier & Taiko Studios |
| Исполнительный продюсер | Chris Colman |
| Исполнительный продюсер | Julieta Zajaczkowski |
| Исполнительный продюсер | Gustavo Karam |
| Руководитель производства | Yanyie Tran |
| Анимация / 3D | Matias Sesti |
| Анимация / 3D | Nicolas Agarzua |
| Анимация / 3D | Patricio Passaralli |
| Иллюстратор | Isaac-Hugo Barbosa |
| Креативный директор | Justin Leung |
| Дизайнер | Vicki Sun |
| Копирайтер | Iris Weng |
| Креативный продюсер | Ray Fu |
| Менеджер по маркетингу | Elaine Hui |
| Менеджер по маркетингу | Zhida Xu |
| Social Media Team | Summer Zhang |
| Менеджер по маркетингу | Pamela Li |
| Animation Studio | Final Frontier & Taiko Studios |
| Директор | Shaofu Zhang |
12. Flying Blue / Jetlag Social Club
| Заголовок | Jetlag Social Club |
| Агентство | DENTSU CREATIVE |
| Кампания | Jetlag Social Club |
| Рекламодатель | Flying Blue |
| Бренд | Flying Blue |
| Дата первой трансляции/Публикации | 2019 / 6 |
| Бизнес сектор | Авиакомпании, аэропорты, железные дороги, автобусные линии, паромы и круизы |
| Тип медиа | Веб-фильм |
| Длина | |
| Директор по коммуникациям | Magali Mayanda |
| Content Strategist | Naima Kissane |
| Управляющий директор | Cécile Bitoun |
| Управляющий партнер | Aurélie Mazodier |
| Менеджер проекта | Christelle Picart |
| Исполнительный креативный директор | Marc Badinand |
| Исполнительный креативный директор | Elzéar de Trentinian |
| Копирайтер | Thibaud Le Juge de Segrais |
13. Almosafer / As far as we go
| Заголовок | 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. |
| Агентство | FP7/RUH |
| Кампания | As far as we go |
| Рекламодатель | Almosafer |
| Бренд | Almosafer |
| Posted | Ноябрь 2019 |
| Бизнес сектор | Турфирмы, туроператоры |
| История | 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. |
| Проблема | 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. |
| Тип медиа | Анализ ситуации |
| Исполнительный продюсер | Manasvi Gosalia |
| Директор | Tahaab Rais |
| Оператор-постановщик | Bobby Dhillon |
| Креативный директор | Ramzy Haddad |
| Креативный директор | Tahaab Rais |
| Креативный директор | Aunindo Sen |
| Креативный директор | Nayaab Rais |
| Исполнительный креативный директор | Fouad Abdel Malak |
| Исполнительный креативный директор | Oliver Robinson |
| Продюсер Продакшн Студии | Kavya Iyer |
| Копирайтер | Tahaab Rais |
| Копирайтер | Aunindo Sen |
| Арт-директор | Tahaab Rais |
14. It's Everyone's Journey / Creatures of Habit (Bus)
| Заголовок | Creatures of Habit (Bus) |
| Агентство | VML |
| Кампания | Creatures of Habit |
| Рекламодатель | Department for Transport |
| Бренд | It's Everyone's Journey |
| Дата первой трансляции/Публикации | 2020 / 2 |
| Продукт | It's Everyone's Journey |
| Бизнес сектор | Общественный транспорт, массовые перевозки |
| История | 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. |
| Тип медиа | Телевидение |
| Длина | |
| 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
| Заголовок | #StayHome Miles Exchange |
| Агентство | Wunderman Thompson |
| Кампания | #StayHome Miles Exchange |
| Рекламодатель | Thai Airways |
| Бренд | Thai Airways |
| Дата первой трансляции/Публикации | 2020 / 4 |
| Бизнес сектор | Транспорт, путешествия и туризм |
| История | 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 |
| философия | 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. |
| Проблема | 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 |
| Результат | - #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. |
| Тип медиа | Digital |
| Длина | |
| Главный креативный директор | João Braga |
| Исполнительный креативный директор | Park Wannasiri |
| Креативный директор | Chatchai Butsabakorn |
| Арт-директор | Yannapat Boonkate |
| Копирайтер | Kunat Chaengcharat |
| Менеджер проекта в цифровом формате | Pachara Tangsupap |
| Senior Programmer | Sutat Meesiri |
| Senior Programmer | Usana Chopsintawee |
| Senior Developer | Kittisak Ardkonghan |
| Front-End Developer | Tanawat Wongsawan |
| Менеджер проекта | Mira Vasukulkasemtorn |
| Директор по обслуживанию клиентов | Anocha Chaladpru |
| Директор рабочей группы клиента | Wasna Jirasuradej |
| Делопроизводитель | Pufah Nuntavisit |
| PR Company | Verve PR |
| Управляющий директор | Chanapatt Chindasanguan |
| Главный управляющий | Saruttaya Mahanavarani |
| Business Group Director | Pornchanan Yamarat |
| PR Executive | Phitchaya Srithiphaphirom |
