Travel company Brittany Ferries has unveiled a new campaign aimed at the modern explorer.

Devised by creative agency McCann Bristol, the work builds on its Uncommon Holidays platform that was launched earlier this year,

Titled ‘Wake’, the marketing drive aims to position the firm as a “distinctive” holiday provider instead of just a mode of transport.

The creative features written lines transformed into the “sea”, creating a wake behind a ferry.

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Zane Radcliffe, ECD at McCann Bristol, said: “In a creative industry often focused on AI, the ‘Wake’ campaign is a refreshing reminder of the power of human creativity to deeply resonate with audiences.”

“Copywriting, art direction and typography combine perfectly, inviting readers to bob along on a sea of quirky holiday insights,” he said.

The campaign will launch in The Guardian and The Observer and run throughout the summer.

“The ’Wake’ campaign perfectly captures the spirit of Brittany Ferries,” said Andrea Smith, head of acquisition marketing at Brittany Ferries.

“It reinforces our commitment to providing travellers with uncommon holiday experiences that stand apart from standard air travel options. We offer the freedom to explore at your own pace, with your own vehicle, creating memories that last a lifetime.”