Our solution to this seemingly insurmountable task was make the idea of ‘Weekender’ actually mean something. We turned the concept on its head, and posed the question back to the audience, ‘What type of weekender are you? Our showpiece 30 second TVC then answered that question with a variety of options, from which the audience could emotionally connect and identify with. In this way, the idea was made hugely relevant for them.
To the delight of our client, the campaign was successfully executed across EMEA in multiple languages using both print and digital channels with considerations to cultural nuances across various territories.