GetYourGuide - 2021 Holiday Campaign
I was the Creative Lead for the GetYourGuide 2021 holiday campaign. I wrote the script in a hotel bed while I was working remote from London in mid-October 2021. We shot the video in a suburb of Berlin in early November and there was so much fake snow brought in to decorate the yard that the entire neighborhood came and watched our winter wonderland for hours. I pitched Elvis’ “Blue Christmas” and we had an original song written, performed, and recorded for the spot (by the EP, no less!). The project was an absolute blast and it sold a record-breaking number of gift cards, too.
There were a lot of restraints to this campaign, including the fact that I was still pretty new to the Brand Team and didn’t have a creative partner. The Brand Team wanted a 10-second video and I fought hard to get us 15. The campaign was intended only for the UK market, but we wound up also using it for the US market which was a very, very big deal at the company at the time. There were lots of emails and paid social and display assets, as well. It was a very exciting campaign to succeed with, given everything that was at stake and the trust that I earned in the process.
Travel > Stuff
The insight for this campaign is simple: don’t give people gifts that won’t make it on time or be loved as much as travel. People just want to see the world and experience something unforgettable.
