Complete with sand, sun loungers and artificial sunshine, the installation is a response to research showing workers see just 90 minutes of daylight a week during winter.
Celebrity Traitors star and rugby player Joe Marler has checked into Britain’s most unlikely holiday spot, a giant 3D billboard in Shoreditch, as Loveholidays aims to tackle the nation’s winter blues. The installation, complete with sand, sun loungers and artificial sunshine, invites Londoners to escape the gray and enjoy a hit of mood-boosting brightness.
The campaign highlights new research revealing the impact of Britain’s dark winters, with full-time workers experiencing barely 90 minutes of daylight a week. With most commuters travelling in total darkness and many going days without natural light, it’s no surprise the majority say the season leaves them drained and dreaming of sunnier climates.
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Ad agency Ark’s debut work for the brand turns that insight into an uplifting experience, offering a slice of summer in the heart of East London and reminding people how powerful it can be to have a holiday to look forward to. Running for five days, the activation highlights that while winter is temporary, a sunshine escape is always within reach.
Edward Usher, creative partner at Ark Agency, said: “Winter leaves people short on daylight and, often, short on optimism. But research has shown that having a holiday to look forward to is a powerful mood booster, so we saw a chance to show just how uplifting that anticipation can be. If just seeing a holiday scene can lift your spirits, imagine what booking the real thing can do. It’s a simple, positive story that we hope can bring a little sunshine this winter.
