So now that Christmas is over, it’s time to look ahead to the best bits that 2017 has in store for us…time to start planning that big summer holiday! We’ve just launched our first multi-channel campaign for our new client On the Beach across TV, OOH, digital and radio, that focuses on exactly that.
We built the campaign on the insight that although sunny beach holidays are much longed-for by the nation, finding and booking the right one can be extremely stressful. But On the Beach enables consumers to have both the control and choice that make finding and booking their perfect beach holiday as stress-free as possible. Encouraging beach lovers to ‘Lounge On’ from start to finish.
The TV spot, directed by our very own Sye Allen from St. Luke’s production company Apostle, shows how, from the moment you book with On The Beach, you can already be in holiday mode. Our protagonist doesn’t move from his sun lounger through the entire spot, filmed in one continuous shot; from making his holiday booking during his commute, to going to the airport, throughout all the experiences at the hotel, and, of course, on the gorgeous sunny beach at the end with his family.
Unsurprisingly, the logistics of filming the ad with a series of backdrops, outfit changes, and shooting in one continuous shot, were fairly complex. And of course, doing it in South Africa was extremely difficult for us ;). We rigged up a gigantic set on the beach in Cape Town, with the help of The Farm, and it took a fair few takes to perfect the instantaneous outfit changes, but we got there in the end and we’re thrilled to bits with the result.
Look out for the campaign this January!