VCCP: easyJet finds a more compelling airline dream

Perhaps we’ve had enough of airline’s in-flight promises? Does reality ever live up to those dreams?

VCCP has cleverly taken its audience’s focus away from that dream for its easyJet brand campaign. The dream of what you can do when you get off the plane is far more powerful, and the agency has given that 100% emotional oomph – with very able help from Riff Raff Films and its directors, The Sacred Egg.

The film, with its surreal scenes of swimming through clouds and lying in an inflatable pool surrounded by a miniature European city, is sure to trigger wanderlust. If it doesn’t quite get there, the film’s underpinning – a moody Cat Power version of the Everly Brothers 1958 hit, All I Have to do is Dream, will.

Lis Blair, chief marketing officer at EasyJet, stated, “This new brand campaign moves easyJet to a more emotional positioning as we continue our growth across Europe, using beautiful and imaginative travel imagery to inspire our customers.” It’s Blair’s first campaign since she became chief marketing officer in May this year.

https://youtu.be/omlMFFHlEuM

The £12m (AU$25.5m) campaign is running across Europe and launched in the UK on Channel 4’s hit show, Gogglebox, on September 14.

Credits
Agency: VCCP
Executive Creative Director: Darren Bailes
Creative Directors: David Masterman & John Cherry
Senior Creatives: Seb Housden & Ben McCarthy
Agency Producer: Andy Leahy
Chief Strategy Officer: Michael Lee
Planner: Claire Strickett
Account Management: Gemma Findlay, Roly Darby, Miranda Mills-Baker & Isabelle Hutchinson
Media Agency: OMD

Production Company: Riff Raff Films
Director: The Sacred Egg
Owner & Executive Producer: Matthew Fone
Producer: Jane Tredget
Director of Photography: Eric Gautier