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Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Transport & Tourism

 
Alternatives to crowded cities, cardboard boxes and a legendary Australian featured in some of the most moving travel campaigns.

Some of the biggest hits in transport and tourism were more about mobility than travel. Take the wonderful “Boxes” spot for Uber from Forsman & Bodernfors, which was all about unlocking traffic-clogged cities. Similar yet entirely different was Jung Von Matt’s genius idea of turning an Adidas sports shoe into an annual ticket, to persuade young people to take the subway. McCann New York scored big with an album featuring a selection of love songs that overturned gender clichés – all to promote MGM Resorts in Las Vegas, the marriage capital of the U.S. For Australia, Droga 5 created a mock trailer for a film featuring Crocodile Dundee’s hapless son. Elsewhere, a surf photographer abandoned the beaches of paradise for the storm-battered Lofoten archipelago in Norway, where he found a different kind of nirvana.

Most awarded
campaigns, brands &
agencies in
Transport & Tourism in 2018

Most awarded
campaigns, brands and
agencies in
Transport & Tourism in 2018

CAMPAIGNS

Brand, Title, Agency
1
Jung von Matt AG, Hamburg
2
McCann New York
3
McCann New York
4
McCann New York
5
Droga5, New York
6
Forsman & Bodenfors Göteborg
7
Accenture Song (formerly Kolle Rebbe), Hamburg
8
Jung von Matt/Limmat Werbeagentur AG, Zürich
9
AlmapBBDO, São Paulo
10
CHEP Network, South Yarra VIC
11
Clemenger BBDO Sydney, Walsh Bay
12
TBWA\Hunt\Lascaris Johannesburg
13
TBWA\Hunt\Lascaris Johannesburg
14
ROSA PARIS
15
BBDO Bangkok
16
TBWA\Hunt\Lascaris Johannesburg
17
dentsuMB, New York

BRANDS

Brand

AGENCIES

Name
1 McCann New York
2 Dentsu Inc., Tokyo
3 Droga5, New York
4 TBWA\Hunt\Lascaris Johannesburg
5 Forsman & Bodenfors Göteborg

Watch

TituloThe ticket-shoe
Agência
Campanha The ticket-shoe
Anunciante Berliner Verkehrsbetriebe (BVG)
Marca Berliner Verkehrsbetriebe (BVG)
Data da primeira Transmissão/Publicação 2017
Sector Empresarial Transportes, viagens e turismo
Tipo de Mídia Interatividade
Comprimento
Produtora
Creative Managing Director
Director criativo
Director criativo
Director de contas
TituloUniversal Love
Agência
Campanha Universal Love
Anunciante MGM Resorts International
Marca MGM Resorts
Data da primeira Transmissão/Publicação 2018 / 4
Sector Empresarial Hotéis e resorts
História Las Vegas is the “wedding capital of the world,” but not necessarily for LGTBTQ couples. As the largest hotel brand in Vegas, and one with a long history of support for the LGBTQ community, MGM Resorts was on a mission to spread a message of inclusion, showing that Vegas was truly welcoming to all.;Throughout the history of music, love songs have almost solely celebrated heterosexual love. These well-known songs don’t reflect the changing definitions of love and marriage, making them harder for same-sex couples to fully embrace and relate to. As a result, these couples had few choices when it came to wedding songs that represent their relationship. As a popular destination for weddings, we realized MGM could help change that.;We decided to harness the power of music to bring a message of inclusivity to the world in the most entertaining way possible.
Tipo de Mídia Case Study
Comprimento
Realizador
Produtor executivo
Produtor executivo
Casting
Empresa de produção
Colorização
Som
Tusk Music Production
Produtor executivo
TituloUniversal Love Songs
BriefMGM Resorts were hosting same-sex weddings years before they were made officially legal in the US. Until now, classic love songs have been something that only straight couples can truly “own.” This was a great opportunity to reimagine wedding songs and show that MGM (and Las Vegas in general) is open to everyone. A new album of classic love songs flipped the pronouns to upend norms and challenge traditional ideas of love. Bob Dylan, Kesha and St. Vincent were among those who transformed the songs, creating a new soundtrack that celebrates Universal Love.
Agência
Campanha Universal Love
Anunciante MGM Resorts International
Marca MGM Resorts
Data da primeira Transmissão/Publicação 2018 / 4
Sector Empresarial Hotéis e resorts
História Las Vegas is the “wedding capital of the world,” but not necessarily for LGTBTQ couples. As the largest hotel brand in Vegas, and one with a long history of support for the LGBTQ community, MGM Resorts was on a mission to spread a message of inclusion, showing that Vegas was truly welcoming to all.;Throughout the history of music, love songs have almost solely celebrated heterosexual love. These well-known songs don’t reflect the changing definitions of love and marriage, making them harder for same-sex couples to fully embrace and relate to. As a result, these couples had few choices when it came to wedding songs that represent their relationship. As a popular destination for weddings, we realized MGM could help change that.;We decided to harness the power of music to bring a message of inclusivity to the world in the most entertaining way possible.
História (língua original) MGM Resorts has a long history of hiring and supporting members of the LGBTQ community. In fact, they were hosting same-sex weddings years before it was made officially legal in the United States.We realized that until now, classic love songs have been something that only straight couples can truly “own.” These well know songs don’t reflect LGBTQ relationships, making them harder for those couples to fully embrace and relate to. This was a great opportunity to reimagine wedding songs to show that MGM (and Las Vegas in general) is open to everyone, regardless of sexual orientation.There are countless love songs: songs about true love, lost love, forbidden love, love gone bad and love rekindled. But there aren’t many songs celebrating the love between same-sex couples. As a result, LGBTQ couples had few choices when it came to wedding songs. As a popular destination for weddings, we realized MGM could help change that.We created an album of classic love songs, flipping the pronouns to upend norms and challenge the traditional ideas of love and marriage, sharing a message of inclusivity in the process.We partnered with a group of iconic musicians spanning genres, generations and sexual orientation (Bob Dylan, Kesha, Benjamin Gibbard, St. Vincent, Kele Okereke, and Valerie June) to reimagine traditional love songs, creating a new soundtrack that celebrate Universal Love.Ultimately, we redefined what a love song means in popular entertainment. The impact, like the love it celebrates, was universal
Tipo de Mídia Case Study
Comprimento
Realizador
Produtor executivo
Produtor executivo
Casting
Empresa de produção
Colorização
Som
Tusk Music Production
Produtor executivo
TituloUniversal Love
Agência
Campanha Universal Love
Anunciante MGM Resorts International
Marca MGM Resorts International
PostedAbril 2019
Sector Empresarial Transportes, viagens e turismo
Tipo de Mídia Viral
Comprimento
Agency Network
Holding Company
CCO North America
Co-CCO
Co-CCO
Director executivo criativo
Director executivo criativo
Director criativo
Director criativo
Director criativo
Director criativo
Chief Production Officer
Produtor executivo
Designer
Designer
President
EVP Executive Account Director
Director de contas
Director of Social and Mobile
Chief Communications Officer
Chief Experience Marketing Officer
SVP Marketing Strategy
VP Brand Strategy
VP of Media
SVP of Public Relations
Produtor executivo
Produtor executivo
Produtor executivo
Website Production
Produção de som
Produção de som
Design de imagens
Produtora
Public Relations Agency
TituloDUNDEE: The Son Of A Legend Returns Home (Trailer 1)
Agência
Campanha Dundee: The Son of a Legend Returns
Anunciante Tourism Australia
Marca Tourism Australia
Data da primeira Transmissão/Publicação 2018 / 2
Sector Empresarial Destinaçãoes (Países e lugares)
Tipo de Mídia Televisão
Comprimento
Empresa de design sonoro
Creative Chairman
Director criativo
Director criativo
Director assistente criativo
Director assistente criativo
Designer
Designer
Associate Experience Design Director
Co-Director of Film Production
Produtor executivo
Música
Director of Business Affairs
Business Affairs Manager
Talent Manager
Traffic Manager
Co-Director of Interactive Production
Producer
Producer
Director of Art Production
Producer
Associate Director
Group Strategy Director
Group Strategy Director Head of Digital Design
Communications Strategy Director
Communications Strategist
Data Strategist
Director de contas
Director de contas
Account Manager
Associate Account Manager
Project Manager
Project Manager
Project Manager
PR manager
Director de publicidade
Managing Diretor
Chief Marketing Officer (CMO)
General Manager
General Manager
Global Manager
Global Manager
Project Manager
Global Manager
Global Manager
Global PR
Advocacy Manager
PR Manager North America
General Manager
Global Manager
Global Manager
Special Projects Manager
International Media Manager
Marketing Media Manager
General Manager
Produtora Revolver
Produtora
Produtora Biscuit Filmworks
Realizador
Managing Diretor
Managing Diretor
Produtor executivo
Produtor executivo
Producer
Director de fotografia
Câmara
Drone Operator
Designer de produção
Costume
Make-Up Artist
Efeitos especiais
Empresa de produção Exile
Editor
Produtora
Pós produção
Colorização
Som Heard City
Companhia de Produção Interativa
Agência de Mídia
Global Business Director
Global Strategy Director
Global Digital Director
Global Client Director
Global Digital Manager
PR Consultant
TituloBoxes - Let's Unlock Cities
Agência
Campanha Boxes
Anunciante Uber
Marca Uber
Data da primeira Transmissão/Publicação 2017 / 11
Sector Empresarial Transportes públicos
História We enter a chaotic city where cars are replaced by cardboard boxes to show how traffic problems could be reduced if individuals didn't insist on driving their own vehicles. Why not turn to ride sharing instead?
Tipo de Mídia Interatividade
Comprimento
Creative Agency
Supervisor de publicidade
Director de contas
Account Manager
Supervisor de conta
Director de arte
Redator
Redator
PR Strategist
Designer
Designer
Planeador
Planeador
Produtor da agência
Realizador
Produtor executivo
Producer
Production Manager
Director de fotografia
Assistant Director
Editor
Efeitos especiais
Post Production Supervisor
Empresa de design sonoro
Produtora
Activation Strategy
Distribution Partner
TituloLOFOTEN
Agência
Campanha #LifeChangingPlaces
Anunciante Lufthansa
Marca Lufthansa
Data da primeira Transmissão/Publicação 2017 / 9
Sector Empresarial Transportes aéreos, de estrada, marítimos, ferroviários e de cruzeiro
História Shot in Lofoten, Norway, "#LifeChangingPlaces” is the first video of a series about people who are deeply affected by the incredible places they visited. Director Vincent Urban and his crew spent nine days on location in the Lofoten Islands capturing the most stunning imagery in bone-chilling conditions.
Tipo de Mídia Televisão
Comprimento
Pós-produção
Produtora
Director de fotografia
Realizador
Director criativo
Editor
Sound Designer
Sound Designer
TituloFriendly photography ban in bergün
Agência
Campanha Friendly photography ban in bergün
Anunciante Graubünden Ferien
Marca Graubünden Ferien
Data da primeira Transmissão/Publicação 2018 / 6
Sector Empresarial Destinaçãoes (Países e lugares)
Tipo de Mídia Viral
Comprimento
TituloThe neymarless sponsorship
Agência
Campanha The neymarless sponsorship
Anunciante Gol Linhas Aereas
Marca Gol Linhas Aereas
Data da primeira Transmissão/Publicação 2018 / 3
Sector Empresarial Transportes aéreos, de estrada, marítimos, ferroviários e de cruzeiro
Tipo de Mídia Integrated Media/360 Activation
Comprimento
TituloThe Billion Point Giveaway
BriefHow do you promote frequent flyer points in an entertaining way? Meet Tim, the intern who "accidentally" offered one billion free points to Velocity Frequent Flyer's 7.5 million members. The ensuing drama played out in a 40 episode online series. We see Velocity’s employees go fro denial to: “We’re going to need more planes." Unlike most dramas, where viewers tune in, this series "found" its audiences, remembered their past behaviour and served tailored content directly to them, making each customer journey unique.
Agência
Campanha The Billion Point Giveaway
Anunciante Velocity Frequent Flyer
Marca 15% Velocity Frequent Flyer Bonus
PostedNovembro 2017
Sector Empresarial Transportes aéreos, de estrada, marítimos, ferroviários e de cruzeiro
História The previous four 15% bonus campaigns saw modest transfer increases despite strong media investment, necessitating headline-making creativity to shake the category and reinvigorate member relationships.

Meet Tim, the intern who ‘accidentally’ sent an email to some of Velocity Frequent Flyer’s 7.5M members offering a slice of 1 billion (instead of 1 million) Points when they transfer reward points to Velocity.

The ensuing dramatised consequences played-out in a 40-part mini-series during May. We follow Velocity’s employees as they go from denial, “what points?”, to realisation “We’re going to need more planes”. The implications of these high value Points flooding the market was contextualised with executions, ‘that’s something like 100,000 upgrades!’. Velocity employees eventually move to acceptance and relief “one week, just one week” - driving urgency in the campaign’s last days.

Unlike most dramas - where you tune in - this series found you, knew what you had seen, your past transfer behaviour, and served tailored content to you when you went online, making each customer journey unique.

Velocity’s first-party customer database was dissected into nine identifiable cohorts. Lookalike modelling was applied to high-value cohorts and budget directed to cultivate established customer relationships - increasing propensity for high-value conversions.

To help target non-transferring members and delivered new-member growth, we built an addressable audience across Facebook-3.4M and DBM-1.2M to predict conversion likelihood and refined owned contact strategies creating bespoke messaging across all channels.

Audiences were also targeted holistically with owned and paid media, including display banners, social posts, LinkedIn (where Tim job hunted), and in-airport collateral.

Consumers were then driven to a fully-responsive online microsite containing a purpose-built Points calculator. People entered in the amount of points they wanted to transfer, then a ‘result’ told them how big their share of points was and where they could go with them.
Problema The core of Velocity Frequent Flyer, the loyalty program of Virgin Australia, is to get people earning Velocity Points.This can be done in a myriad of ways. But the goal is to tap into the ‘everyday spend’ that approximately 7 million Australian’s (roughly 45% of Aussie consumer card holders) put on a credit card that earns some sort of rewards points.Velocity operates an ‘in-direct model’ and must encourage people to move these reward points to Velocity. People then use these points to take a flight with Virgin Australia or partner airlines.To encourage these transfers, Velocity have a bi-annual offer where members receive an additional 15% bonus points when they transfer these reward points to Velocity in May or November.
Tipo de Mídia Case Study
Produtora
Director criativo
Redator
Director de arte
Fotógrafo
Realizador
Producer
Producer
Produtor da agência
Produtor da agência
Produtor da agência
TituloAussie News Today
Agência
Campanha There's Nothing Like Australia
Anunciante Tourism Australia
Marca Australia
Data da primeira Transmissão/Publicação 2017 / 10
Sector Empresarial Destinaçãoes (Países e lugares)
Tipo de Mídia Viral
Comprimento
TituloDate
Agência
Campanha Flight Centre
Anunciante Flight Centre
Marca Youth & Adventure
PostedJunho 2018
Sector Empresarial Transportes, viagens e turismo
Tipo de Mídia Rádio
Comprimento
TituloSwim
Agência
Campanha Flight Centre
Anunciante Flight Centre
Marca Youth & Adventure
PostedJunho 2018
Sector Empresarial Transportes, viagens e turismo
Tipo de Mídia Rádio
Comprimento
TituloHUMAN MONUMENTS
Agência
Campanha Human Monuments
Anunciante Thalys
Marca Thalys
Data da primeira Transmissão/Publicação 2018 / 4
Sector Empresarial Transportes aéreos, de estrada, marítimos, ferroviários e de cruzeiro
História In Brussels, says train service Thalys and its agency, the real monuments are its people. An entertaining Facebook event played on this idea. People were invited to test a "Holobooth", a futuristic photo booth capable of capturing them in 360° and creating their hologram. The hologram was then projected onto a stone slab, creating gigantic silhouettes more than five metres high.
Tipo de Mídia Case Study
Comprimento
Mercado Bélgica, Países Baixos, Reino Unido
Client
Client
Client
Client
Client
Co-founder
Co-founder
Co-founder
ECD
ECD
General director
Group account director
Account manager
Account executive
Copywriter
Art director
TV producer
PRODUCTION
Producer
Production director
Director
DOP
Post production FIRM
HOLOGRAM
Director
Account manager
TituloBeach 2
Agência
Campanha Thai Airasia
Anunciante Thai Airasia
Marca Thai Airasia
PostedAgosto 2018
Sector Empresarial Transportes aéreos, de estrada, marítimos, ferroviários e de cruzeiro
Tipo de Mídia Imprensa e publicações
Chief Creative Officer
Director executivo criativo
Director criativo
Redator
Director de arte
Redator
Director de arte
Redator
Director de arte
TituloSpiritual Festival
Agência
Campanha Flight Centre
Anunciante Flight Centre
Marca Youth & Adventure
PostedJulho 2016
Sector Empresarial Transportes, viagens e turismo
Tipo de Mídia Rádio
Comprimento
TituloReal- Time Taxi Display
Agência
Campanha Real Time- Taxi Display
Anunciante United Airlines
Marca United Airlines
PostedNovembro 2017
Sector Empresarial Transportes aéreos, de estrada, marítimos, ferroviários e de cruzeiro
Filosofia United Airlines’ strength in New York is rooted in its Newark International Airport (EWR) hub in New Jersey. New Yorkers are familiar with both the EWR and JFK airports, but for most, the idea of flying from a New Jersey airport seems inconvenient and distant.

In reality, Newark is actually closer to Manhattan than perceived, so getting to EWR by taxi is significantly faster than getting to JFK. To prove this to New Yorkers, we programmed GPS software integrated with real-time traffic data into 125 digital taxi tops and displayed a comparison between the travel time to JFK vs EWR.
Resultado The taxi displays were 100% dynamic and would update in real time with every change in the taxi’s position, evolving traffic patterns, and unpredictable events like car accidents or weather.
This represents the first time real-time traffic data has been used to display a dynamic ad on top of a taxi.
Tipo de Mídia Imprensa e publicações
Media Company
Planejador de Mídia
Planejador de Mídia
Agency Account Executive
Agency Account Supervisor
Agency Account Director
Agency Planning Director
Director executivo criativo
Group Creative Director
Redator
Director de arte
Director de arte
Produtora

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