easyJet, a European airline, and holiday provider, has encapsulated the emotion of travel and embodied the brand’s bold challenger spirit in its latest campaign “Get Out There”. It has Mona Lisa, David, Girl with the Pearl Earring, The Thinker and a couple of cherubs learn what it is like to fully immerse in the unbounded joy of travel.
The 30-second film, the works of creative agency VCCP London and directed by Patrick Daughters, captures the humanity of real people, through these icons, experiencing travel for the first time. It opens in Paris’ Le Louvre with the shocking scene of Mona Lisa having left her frame, having a passport in hand, and checks in for an easyJet flight with a boarding pass. Her easyJet destination is Athens.
There are familiar faces in the other scenes, experiencing the best that Europe has to offer – sunbathing on the beach, a road trip up the coast. The campaign reflects the sentiment. Gabriella Neudecker, customer and marketing director at easyJet, expressed excitement about their 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.”
David Masterman, the deputy executive director at VCCP, said 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.”
This campaign will run for the next eight weeks across all media platforms, with key markets being Italy, the UK, France, Germany, Switzerland, Portugal, and the Netherlands.
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