CB Exclusive: Expedia creates a world of jelly to inspire travel in 2017 in new spot via DDB Sydney

Screen Shot 2017-01-16 at 6.32.23 am.jpgCB Exclusive - Building on the success of the popular "Where's your somewhere?" brand campaign, Expedia ANZ, together with DDB Sydney, has launched a new TVC campaign to showcase its biggest sale of year.

The campaign used 200 litres of jelly to recreate eight of the world's most recognisable and desirable landmarks. Expedia has helped millions of Pacific travellers fulfill their travel dreams, so replicating the world's most famous landmarks in jelly is a quite literal representation of the brand bringing the globe to its customers on a plate.

The campaign aims to inspire Aussies and Kiwis to make 2017 their year by achieving long-held travel ambitions.

Says Louise Crompton, brand marketing director, Expedia: "January marks a critical retail period for the entire travel category and historically is one of the most concentrated marketing times for the industry as a whole. We traditionally see the travel market flooded with unprecedented amounts of retail offers, so it was vital that our campaign not only delivered cut-through but also inspired the consumer to remember us - and then engage with us.

"We are delighted with this TVC by DDB Sydney. It is a simple, yet unexpected and fun idea, which allows us to pair the inherent joy of travel with the simple pleasure of jelly. It's both creative and memorable, and I hope people enjoy it when they see it."

Says Ben Welsh, chief creative officer, DDB Group Sydney: "There is a lot of love and loyalty to the Expedia brand, so our challenge was to ensure the tremendous value on offer was heard above the noise. Recreating popular global destinations with jelly seemed a quirky and original approach to take."

The TVC will run in Australia until January 30th and in New Zealand until January 31st.

Brand Marketing Director - Louise Crompton
Senior Brand Marketing Manager - Lena Dawson
Marketing Manager - Ashleigh Scanlon

Creative: DDB
Chief Creative Officer - Ben Welsh
Creative Partner - Ant Melder
Creative Partner - Michael Barnfield
Managing Partner - Mandy Whatson
Senior Business Director - Nick Stenmark
Senior Business Manager - Celine Smith
Head of Integrated Content - Sevda Cemo
Senior TV Producer - Caroline David
Producer - Alyce Guy

Director - Scout Jackson
Creative Director - Jeffrey Darling
EP/Partner - Sarah Blair
Producers - Imogen Darling-Blair and Kate Rule
Jellyologist - Jessica Mentis
Editor - Adam Wills
Post Production Company - FIN Design
Sound Design and Composition - Rumble 


None for me said:

Expedia used to have a consistent brand, tone of voice and style.
This is just an amateurish mess.

Bompas & Parr... said:

...have been taking this quirky and original approach for years:


Jellyologist said:

That's not a real job.

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