Instagram “influencers” are ripe fruit for mockery and this has proved irresistible to several people. But Australian creative agency, B.B.E., has done a particularly splendid job of integrating the idea of poking fun at influencers into a mockumentary series for travel search engine, Kayak. The films tell the story of an Instagram boyfriend. Their tone and manner are flawless, the influencer couple is central to the campaign idea and the idea stands well away from the crowd of travel site advertising.
The spots feature boyfriend (actor, Ash Williams) in BTS productions in which he goes to absurd lengths to get the perfect shot for his Instagram influencer girlfriend (actor, Isabel Durant). The audience gets to appreciate the privileges of their travel destinations to which the influencers are oblivious. That they are able to do all this wonderful travelling because of Kayak is injected into the films in a pleasingly natural manner. The campaign invites Australians to travel like an influencer.
Kayak regional director and head of flights APAC, Robin Chiang, commented, “We’re thrilled to be able to roll out bespoke content for the Australian market, while at the same time have some fun with travel influencers in a way that resonates with the Aussie psyche.”
Tim Evans, strategy director at B.B.E, added, “The Boyfriends of Instagram trend started in Australia, so it’s a great way for Kayak to reintroduce itself with an Aussie-made campaign. We had a lot of fun conceptualising and producing this work, and so hopefully it gives everyone a laugh while encouraging them to book their next holiday with Kayak.”
This is the first campaign from B.B.E for Kayak since taking the reins of the account after a competitive pitch process.
Strategy: Tim Evans & Edan O’Grady
Creative: Simon Robins
Producer: Geordie McNabney
Designer: Jordan Croome
Regional Director and Head of Flights, APAC: Robin Chiang
Senior Manager, Content Marketing, APAC: Dawn Jeremiah