The work from Ark Agency is running in the UK and Ireland and was shot entirely on film.
Loveholidays is following up its November billboard stunt that featured Traitors star Joe Marler with a new out-of-home push.
In the latest project, ‘Holiday Reads,’ the brand is letting book titles do the talking. Each execution puts books front and center, with carefully selected titles such as Cloud Nine, Last Night A DJ Saved My Life and This is Happiness, with the hope of embodying how holidays feel.
Created by creative shop Ark Agency, the work was shot on film by photographer Eleonora d’Angelo on the Spanish Costa Brava.
“When the team first landed on the concept of using book covers to portray how it feels on a Loveholidays holiday, we knew we had something special on our hands,” said Edward Usher, creative partner at Ark Agency.
“But for me, it’s the inclusion of real book titles that takes this campaign to the next level. The result is a funny, insightful, emotional and instantly communicative campaign that tells a whole story with just the cover of a book. It’s a brilliant piece of work that everybody at the agency is incredibly proud of.”
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The campaign was planned through Medialab and targets January holiday dreamers.
Jacqui Grimsey-Jones, brand director at Loveholidays, added: “Cutting through the noise during one of travel’s busiest advertising periods means finding fresh and unexpected ways to transport people out of the everyday and into the holiday mindset. Whether it evokes memories of a much-loved holiday read or inspires the next escape, the creative invites people to feel the power of a loveholidays holiday. Ark’s execution delivers that vision with confidence and originality, supported by Medialab’s excellent campaign delivery.”
