Travelex came to INDIE with the challenge of how to be relevant to an audience that wasn’t used to Travelex communications and had little brand association outside of airports.
The campaign targets young travelers who don’t consider Travelex as part of their travel plans. They are adventure seekers, who love exploring the most distant corners of the world. INDIE tapped into the insight that adventure and wild experiences while traveling can be exciting, but not when it comes to your money.
That’s why the agency came up with the statement for anyone making international travel plans – Travel wild, but pay wisely.
Joris Philippart, Creative Director, stated “I hope this campaign inspires people to make bold plans for their holidays, but to have enough sense to get their cash at Travelex in case things get out of hand – because it normally does.”
Tell us about your role in the creation of this work.
I am Creative Director on Travelex at INDIE Amsterdam. I led the creative development and execution for this campaign, together with a team of designers, strategists and account management.
Give us an overview of the campaign, what is it about?
We tried to inspire everyone who is going on holiday this summer to make bold plans, but to get enough cash at Travelex in case things get out of hand – because it normally does.
So in short: Travel wild. Pay wisely
Tell us about the creative brief, what did it ask?
Travelex came to INDIE with the challenge of how to be relevant to an audience that wasn’t used to Travelex communications and had little brand association outside of airports.
Which insight led to the creation of this piece of work?
Adventure is great except when it comes to your money.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
Together with client we came to this route. We did a wall session and loved the contrast between more rational money messaging and something big and aspirational. That was how travel wild, pay wisely was born. The line was also partly inspired on the wild life stories of our client.
How did the client initially react to this idea?
Not surprised but very happy. We worked really closely together. We did workshops and sharing sessions, so it really is a product of collaboration. It’s the way we love to work at INDIE.
What was the greatest challenge that you and your team faced during development?
It was an adventurous shoot with a small crew in Colombia. It was not the most obvious place to go, but after research, the production company found it had the most varied landscape for that time of the year.
It brought many production challenges but it gave us an unforgettable experience.
I’d definitely recommend it.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
I loved that we managed to keep the crew small and we had a brave client who wanted a bold campaign.
When we presented the campaign to our Dutch client he shared it internally and other markets, (US, Australia, Germany and France) fell in love with it and wanted to run it too.
Where do you see this campaign going in the future?
Across the world in every way possible.
If you could go anywhere right now, where would you go? Why and have you been there before?
Israel. I have not been, but am watching Shitsel on Netflix. It’s a series on orthodox jews in Israel. It reinvigorated my interest in their culture. When I lived in London I lived in an orthodox jewish area, and was always fascinated with it.