Kuoni - It’s Not Where, It’s Why.
Exploring the reasons why we travel
“We open on a beach.” Five simple words that every ad creative dreams of writing at the top of their script. So, when I was briefed on luxury travel agent Kuoni, I thought this was surely my chance. Sadly, no. With just eight weeks until the campaign had to air—and a modest budget—there was neither the time nor the money for a shoot, let alone a trip to the Maldives. Once we moved past the initial disappointment, we quickly got to work.
As a luxury travel agent, Kuoni understands that planning a holiday is about far more than simply finding the cheapest flights and accommodation. A perfect holiday is personal, and no two are the same. Often, the reason for your journey is just as important as the destination itself. In other words: “It’s not where, it’s why.”
With this in mind, we wrote a series of TV, radio, and print ads, each one telling a short story about the weird and wonderful reasons that inspire us to travel—all without leaving the dreary confines of London’s winter.
