easyJet launches creator-led Winter ad

easyJet and easyJet holidays have unveiled a new fully integrated campaign for the Winter sales period, signaling a shift in their advertising approach.

Running until February 4th, the campaign spans TV, VOD, OLV, audio, social, display, web, and app. Media strategy and planning are managed by T&Pm and Kepler, with production led by Oliver.

The campaign includes a series of 20-second films, alongside social-first and static assets, all crafted using a modular approach that draws from a library of content commissioned from European creators.

Richard Nott, Creative Director at VCCP, explained: “When I’m looking to get away, probably my biggest inspiration these days is what pops into my feed. And that’s increasingly true for many of us. Frankly, content creators have become better advertisers of travel than the travel brands themselves. We wanted to learn from that – to show travel in a way that’s more spontaneous, visceral and joyful.”

Gabriella Neudecker, Marketing Director at easyJet, stated: “We’re so proud to get our first campaign created by our new creative and production approach out there. ‘The Big Orange Sale’ aims to communicate a joyful, spontaneous vision of travel – which, thanks to our new process, can be adapted across all media formats. This approach reflects how easyJet has evolved as a business, as well as how our customers consume media.”

Andrew Peake, CEO at VCCP London, added: “The challenger spirit runs through everything we do at VCCP. So, working with easyJet, it made perfect sense to create a challenger approach to creative and production for the latest iteration of the Get Out There campaign – allowing us to produce content at the scale needed for the fragmented media landscape without compromising on creativity, craft, and effectiveness.”