It’s mid-summer in Europe and VCCP London is helping easyJET to give people the urge to travel with a campaign that can’t be ignored, even in a crowd of rivals. The emotive campaign in which even famous tourist attractions get the urge to holiday, blends the emotion of travel and the brand’s bold challenger spirit. It also introduces easyJET’s new brand platform, Get Out There.   

In the pan-European campaign, Mona Lisa, Girl with the Pearl Earring, David, The Thinker and even a couple of cherubs, breaking free from their frames and plinths to experience the tonic to life’s noise, travel and learn what it’s like to immerse themselves in the unbounded joy of travel.

David Masterman, deputy executive creative director at VCCP, stated, “Who better than someone who’s been stuck in one place for 500 years to demonstrate the powerful benefits of travel. We’ve freed them and turned them into travel influencers.  

Instead of creating the protagonists in digital form or using AI, easyJet and VCCP London opted to cast across Europe to find real people to capture the humanity and unbounded spirit of these historic icons experiencing travel for the first time.

The campaign film was directed by commercial and music video director, Patrick Daughters, its mood underlined by a vibrant music track. The wanderlust emotion is also captured in impactful stills that support the campaign. Social sits at the heart of this campaign, with content featuring the Get Out There characters, weaving the body language of travel influencers with the campaign idea and created in the authentic style of Meta and TikTok.

Gabriella Neudecker, customer and marketing director at easyJet, stated,“We are so excited about our new brand platform. With this campaign we have redefined the role of advertising at easyJet and taken it back to fundamental marketing principles. We know travel is a category where distinctiveness is a challenge, and we think this work makes easyJet more emotional and memorable than we’ve ever been before.”

The campaign is running for 8 weeks across TV, BVOD, online, DOOH, display and social in UK, Italy, France, Switzerland, Germany, Netherlands and Portugal. 

Credits 
Client: Easyjet
Advertising Agency: VCCP
Deputy Executive Creative Director: David Masterman 
Creative Director (Social): David Feldman 
Creative: Ana Marques
Creative:  Tomas Azoubel Lima 
Senior Creative (Social): Caroline Denby 
Business Director: Olivia Packshaw
Senior Account Director: Harriet Pinnington 
Account Director: Poppy Brookes
Senior Account Director (Social): Jess Ridley 
Group Head of Planning: Stefan Siedentopf
Senior Planner: Rebecca Pinn
Senior Planner (Social): Camila Toro 
TV Producer: Carly Parris
Post Producers: Bilal Singh-Butt & Henal Parmar
Creative Producers: Lynne Blackadder, Jess Cross & Martin Mcginn

Media Buying Agencies: Msix & Kepler
Media Planner: Joseph Kidd

Production Company: Anonymous Content
Director:  Patrick Daughters
DOP: Yorick Le Saux
Executive Producer: Daisy Mellors
Producer: George Saunders
Editor: Ben Campbell @ The Quarry
Post-Production Company: Electric Theatre Collective
Post Producer: Joe Billington
Colourist: Luke Morrison
2D Lead: Alex Gabbucci
CG Lead: Matteo La Motta

Audio Post-Production Company: Factory Sound
Audio Creative Director: Anthony Moore
Sound Design & Mix: Jack Hallet
Sound Producer: Deborah Whitfield

Photographer: Will Green
Social Videographer: Ed Roe 
Social Editor: Gabriel Edwards
Social Production: Girl&Bear