Expedia Digital The Only Place You Need To Go [image] by 180 LA

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The Only Place You Need To Go [image]

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Industry Travel Agencies, Tour Operators & Travel Services
Media Digital, Interactive & Mobile
Market United States
Agency 180 LA
Associate Creative Director Florian Bodet, Cary Ruby
Creative Director Dan Kroeger, Pierre Janneau
Released January 2017

Awards

Eurobest Awards 2017
Digital Craft Technological Achievement In Digital Craft Bronze Eurobest

Credits & Description

Client: Expedia
Product (Service): Expedia
Agency: 180la Los Angeles, Usa
Entrant: 180la Los Angeles, Usa
Idea Creation: 180la Los Angeles, Usa
Associate Creative Director: Cary Ruby (180la)
Associate Creative Director: Florian Bodet (180la)
Creative Director: Pierre Janneau (180la)
Creative Director: Dan Kroeger (180la)
Agency Producer: Craig Keppler (180la)
The Campaign
Great Britain is the top international travel destination for Americans. Yet most only visit London. So, to pique their curiosity to go beyond London and see the unexpected variety of all Britain has to offer, we created 5 separate films, in 5 unique British destinations, hosted by 5 quirky locals, each of whom proudly claimed that their corner of the country was the only place you really needed to visit. Utilizing the trademark British wit that Americans love so much, we created a tongue-in-cheek tone that was competitive, yet welcoming. Users could navigate throughout each of the destinations in Britain, controlling their journey in a manner that had never been done before. So they could explore as they liked, spending more or time in the destinations they liked most. While the destinations were highlighted, the hosts proved that it's the warmth and charm of Britons themselves that make Britain great.
Creative Execution
In order to showcase the unique differences and diversity throughout, we created a bespoke platform for mobile and desktop. Utilizing the mobile device's gyroscope, users could seamlessly jump from one film to the next by simply turning their phone in any direction. North took them to the Scottish Highlands. Turning east took them to Manchester and Wales, south down to Cornwall, all the way around back to London. On laptops, users could utilize the arrow keys to quickly jump from one destination to the next. Each cut showcased the nearly identical matching framing and dialogue that was represented the local lingo and dialects unique to each corner of the country. At the conclusion of the experience, data was gathered in real time to show users which destinations they had spent the most time, along with recommendations on where to stay and what to do there. Clicking on any of the links took them directly to Expedia.com where booking a trip to Britain was only a click away.