This campaign is about spontaneous weekend adventures.
The ‘f*%k it let’s go, drop everything’ stories.
Not trips of a lifetime, these are trips for right now
What we’re looking for:
We’d like to dramatize the point of departure
We’d like fresh ‘on the road’ moments.
When idea becomes action.
And the momentum that follows.
Momentum is key.
Who we’d like to see:
The people you see in life.
So avoid hipsters you’d see on tumblr.
Avoid classic lifestylers
Where we’d like to see them:
The roads or trains or planes you take to go somewhere off the beaten path.
It’s for UK and US so we’ll need to keep it generic, not distinctly Americana etc.
And last but not least, it’ll need to feel summery.
Not sun-bathing-on-a-beach summery.
But subtly implied feeling in the scenario.
Please and thank you.
We look forward to seeing what you can find.
People you’ve never met.