Booking.com is in the business of accommodating everyone’s wildest travel dreams. But very few people realise that the company itself is a collective of big time travel junkies.
To push that message across, Booking approached 14,000 film directors & asked them to create an epic ode to travel. The twist: The directors were all Booking.com employees. They shot, directed and launched the epic film themselves. Well, with a bit of help from us…
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Copywriting by me
Art Direction by Barbara Ryan
Director: Willem Gerritsen
Agency: Cloudfactory.nl
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Fun fact: As a bet, all Booking Cs (CEO, CMO, etc.) promised that if the film gets 1M views in 5 days, they will swim a 50m race in the canal in front of their office (Amsterdam, January). Needless to say, they lost the bet.
Why do we love fiction? Because we dream of that kind of life. Full of adventure, the unexpected and meaning. A life full of stories. The thing is, it’s all within our reach - all we’ve got to do is travel. And Booking.com has got 15,000 employee* stories to prove it in “Book your next story”, our latest campaign for the world’s #1 accommodation website.
*This campaign has been made entirely of employee holiday footage (almost 30,000 individual videos).
KFC was founded by a very interesting guy, the restless Colonel Harland Sanders. The man worked a hundred jobs, set up a hundred companies, lost his way a 100 times… But found it back a 101. For him, the turning point was the discovering of the mix of 11 herbs & spices that made KFC, KFC. As soon as he found his ‘chicken calling’, his life gained meaning and took a turn for the better. The rest is history.
The brand wanted to use the Colonel’s story to inspire the youth from the less fortunate areas of Amsterdam to keep looking for their life-changing “11 herbs & spices”, whatever they might be (fashion, music, eTc.). So I created the “Trayfesto”, an inspiring KFC manifesto printed on the tray paper That kids get their meals on…
*Ultimately, this campaign has never been produced.
To make the beer-loving Dutch notice Heineken’s new cider, we made up a village in the heart of Holland. We then filled it with kind-hearted giants, perfectly synced twins, inquisitive boy scouts and one mischievous little fox…
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Copywriting by me
Art Direction by Barbara Ryan
Agency: Cloudfactory
Like most charities, the majority of Sea Shepherd’s activists are volunteers.
But unlike most charities, many are taking real risks to uphold marine laws and fight for what they believe in. They form a civil army of unlikely heroes - ordinary people doing extraordinary things.
This documentary is a call to arms to all humanity to become a part-time hero and help enforce marine law by donating time and money to the cause.
Agency: Wieden + Kennedy Amsterdam, The Kennedys
Click here to become a Part-Time Hero.
An e-commerce manager has to step in for Santa. A brand exec discovers she’s got 2 weeks to learn a language from scratch. An IT technician goes full on CSI. A marketing manager accidentally turns back time…
What sounds like an ambitious Hollywood pitch is, in fact, the second instalment of Go Places, HEINEKEN’s global recruitment campaign. It shines a light on career-changing days of 33 real employees, while giving the future talent a glimpse into the company’s green-blooded culture & what it takes to actually Go Places with HEINEKEN.
Above: A few of the 33 employee stories.
Below: Website kick off film, explaining the campaign and the accompanying interactive experience (you can view it here).
A bunch of social media teasers:
A young athlete, Mutaz Barshim, was about to break a 22 year old high jump world record. We had to be ready to celebrate that.
We interviewed him and found he had a strong philosophy - a way of doing things that got him to that position.
So we distilled his unique wisdom and created a guide that aimed to infect the audience with his attitude, and make him an icon in the process.
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Copywriting by me
Art Direction by Andrew Duncan
Agency: Wieden + Kennedy Amsterdam
SOCIAL MEDIA POSTS:
Other actions included:
Displaying “Way of The Mutaz” quotes all over Qatar, in fresh and surprising ways (hijacking The Doha Towers, projecting the messages on fountains and smoke, making inspiring murals, etc.)
Creating “The Palace of Mutaz”, a unique exhibition devoted to the highest flying man in history.
Note: Sadly, this campaign never got made. But I like it a lot, so I thought it couldn’t hurt to show it off, right? Right?!
In January 2016 Partizan Films is about to release a new movie, “Moonwalkers”, directed by Antoine Bardou-Jacquet.
It’s a crazy, action-packed piece. In fact, it’s so crazy and so action packed that it was difficult for the distributors to figure out how to promote it. Partizan asked us to find the best way to do it.
We decided to embrace the confusion. Actually, we amplified it by advertising “Moonwalkers” as four different movies…
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Copywriting by me
Art Direction by Teresa Montenegro
Agency: Wieden + Kennedy Amsterdam
At the heart of the campaign is the movie’s agile landing page which adapts to each viewer’s movie taste.
Upon entering the website, guests are presented with the interactive trailer which allows them to choose what type of story they want to see (comedy, slasher, political thriller, erotic drama).
Examples below (Password: Kennedys15):
When the trailer ends, the landing page is automatically adjusted to fit the world of the genre (appropriate layout, content).
In effect, we turned “Moonwalkers” into the universal movie - so rich and diverse that everyone would enjoy it (for different reasons).
