A man holidaying inside a Shoreditch billboard has become that latest TikTok obsession, with one clip from TikTok creator, @shainagordon, racking up 1.8 million views within 24 hours as she filmed.

That’s a huge win for online travel agency, loveholidays, and its agency, Ark. The viral trend began with a campaign, featuring Celebrity Traitors star and former England Rugby player, Joe Marler, and a single billboard. The eye-catching installation was placed opposite Shoreditch Boxpark for five days, and featured a real holidaymaker, real sand, sun loungers, beach inflatables and artificial sunshine, to remind passersby that living in the darkness isn’t forever. In London at this time of year, sunshine it feels as though darkness is forever. Over half of Brits (58%) go to and from work in darkness in winter, while 56% can go without daylight for four consecutive days and full-time employees see just 90 minutes of daylight per week during winter months.

@nasirkm_, became so invested in proving the man’s existence that he returned with a T-shirt with his face printed on it. He managed to get the billboard holidaymaker to wear it, sending commenting into a flurry.

The billboard’s aim was to highlight how the dark winter months impact Brits’ wellbeing, and why the promise of a holiday remains one of the nation’s most reliable mood-boosters. Marler has openly shared his own mental health journey during his rugby career.

Al Murray, chief marketing officer at loveholidays, stated, “Discovering that holiday planning can meaningfully improve people’s wellbeing during winter inspired us to think differently. We’re delighted with the result; a billboard that doesn’t just advertise sunshine, it gives people a moment of it during a dark and cold day.”

Credits:
Client: loveholidays
Chief Marketing Officer: Al Murray
Marketing Director: Jacqui Grimsey-Jones
Senior Brand Marketing Manager: Abby Collins
Senior Social Media Manager: Jaz Dye
Head of PR & Communications: Heather Ewans

Agency: ARK Agency
Creative Partners: Edward Usher & Xander Hart
Production Partner: Hannah Needham

Creative Production: Creative Giants