UK travel agent, loveholidays, is borrowing other brands’ billboards to create its own ads. The campaign, loveholidays is All Around, by ARK Agency, juxtapositions loveholidays OOH next to other OOH and responds to them directly by reframing them as a prompt to book a holiday. The sites are spread across in London and Liverpool.
The mechanism is disarmingly simple: a loveholidays billboard is positioned to align precisely with an existing ad, its creative interacting with the neighbouring poster to create an entirely new combined billboard; one half another brand’s campaign, the other a loveholidays punchline. The idea is made possible through a pioneering use of AI in partnership with Common People and Future Creative Studio. The campaign is able to identify and respond to the latest ads appearing on the nation’s streets at a speed and scale that would previously have been cost and time prohibitive.
Each execution is tailored to the destination and travel style most naturally suggested by the neighbouring creative, with holiday details surfaced as lozenge-shaped callouts echoing the loveholidays booking interface.
Jacqui Grimsey-Jones, brand director, loveholidays, stated, “We’ve never been ones to do things the boring way. That’s what being a challenger brand means to us. This campaign is us at our most loveholidays, turning other ads into a reminder that holiday inspiration is all around you.”
Edward Usher, creative partner, ARK Agency, added, “Holiday inspiration is absolutely everywhere, not least in advertising from brands with a loose connection to holidays at best. So we thought – if brands are going to use ‘our thing’ to promote themselves, why not show up and borrow back a little of that limelight? AI offered us a totally new creative toolset and allowed us to react at speed, while writing the ads was a joy – they’re playful, cheeky, and with a strategy that couldn’t be clearer: when you see a holiday, think loveholidays.”
Credits:
Brand: loveholidays
Chief Marketing Officer: Al Murray
Brand Director: Jacqui Grimsey-Jones
Senior Brand Marketing Manager: Abby Collins
Senior Social Media Manager: Jaz Dye
