easyJet and easyJet holidays have launched a new fully integrated campaign for the Winter sales period that marks a shift in the brand’s approach to advertising.
Moving away from the traditional ‘big shoot’ model, towards one that embraces and reflects more short-form, social-style content, the ‘Big Orange Sale’ campaign is built entirely from content shot by creators from across Europe – capturing the liberating joy of travel in a way that’s authentic, unfiltered and unlike how travel brands normally advertise.
The campaign consists of a series of 20” films, as well as social-first and static assets, all created using easyJet’s new model that pulls content from a bank of assets commissioned from creators all over Europe.
Richard Nott, Creative Director at VCCP explains:‘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 …