EasyJet is giving some of Europe’s most iconic tourist attractions a long-overdue holiday this summer with its latest integrated brand campaign.
Created by London agency VCCP, the hero 30-second spot features iconic tourist hotspots the Mona Lisa, the Girl with the Pearl Earring, David and The Thinker discovering what being a tourist is all about as they embark on pan-European travels.
Instead of using AI or digital animation, VCCP elected to cast real actors in order to “capture the humanity and unbounded spirit” of the icons enjoying their first taste of freedom.
“We are so excited about our new brand platform. With this campaign we have redefined the role of advertising at easyJet and taken it back to fundamental marketing principles,” EasyJet customer and marketing director, Gabriella Neudecker said.
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“We know travel is a category where distinctiveness is a challenge, and we think this work makes EasyJet more emotional and memorable than we’ve ever been before.”
A tongue-in-cheek social media campaign will also run in support of the main creative, which will see the characters take up the body language of social media influencers as they document their travels via Meta and TikTok.
Running for the next eight weeks across TV, broadcaster video-on-demand, online, digital out-of-home, display and social media, the campaign will be pushed out to the airline’s key European markets, namely the UK, Italy, France, Switzerland, Germany, the Netherlands and Portugal.
VCCP executive creative director, David Masterman added: “Who better than someone who’s been stuck in one place for 500 years to demonstrate the powerful benefits of travel. We’ve freed them and turned them into travel influencers.
