Easyjet uses famous tourist attractions to encourage us to 'get out there' plus 4 more campaigns that use a protagonist most in need perspective.
A snapshot look at a trending campaign with a curated pick of past campaigns that use a similar creative approach in some way.
In this pan-European campaign by VCCP, famous tourist objects are transformed into tourists (and travel influencers) themselves. Icons like Mona Lisa, Girl with the Pearl Earring, David, The Thinker, and cherubs all break free from their frames and plinths to embrace the joy of travel perfectly reflecting Easyjet's new brand platform encouraging us all to celebrate the joy of travel and 'Get Out There'.
And who better than to be the figurehead for such a campaign than the Mona Lisa who’s been essentially stuck in one place for 500 years to demonstrate the powerful benefits of travel! This a great example of finding a protagonist most in need to break open an emotional and memorable creative execution.
Here are four more examples that all use a protagonist most in need perspective but in slightly different ways.
Electric Village | Renault | Publicis | 2021
Challenge the skeptical French villagers of Appy - the people most in need of brand benefit - the chance to see that Renault's electric cars work fine in their car-dependent village.
Edgar Scissorhands | Cadillac | Leo Burnett Detroit | 2021
Give Edward ScissorHands - the person most in need of brand benefit - the chance to enjoy hands-free cruise control.
Laundry Records | Miele | Serviceplan Russia | 2021
Challenge a musician most in need of silence to record music in a laundrette full of Mieles to demonstrate how silent they're.
Floor 99.9% | Black+Decker | Wunderman Thompson | 2017
Challenge commuters to fine dine off the floor of a busy train station - so creating a protagonist most in need of the brand benefit - but the floor has (luckily) been cleaned by this steam mop first.
