Kuoni creates a world of magical realism in its new Travel out of the Ordinary campaign
15 December 2016
Swimming with pink flamingos and golden dragons and diving through a wheel of fish in a turquoise ocean are some of the scenes from an innovative new campaign from premium worldwide travel company Kuoni, which uses magical realism to showcase the wonders of the world.
In one of its biggest campaigns for the peak January holiday booking period, Kuoni presents Travel out of the Ordinary to promote its diverse range of premium holidays, from cruises to cultural tours, to differentiate itself from other mainstream travel brands.
A new television advert is at the heart of the campaign, directed by photographer and director Luke Losey, who has created campaigns for Ralph Lauren, Mulberry and Nokia as well as films with Tilda Swinton and music videos and live shows for bands ranging from The Libertines to The Verve.
The ethereal film features a swimmer starting her journey from an island in the Maldives, taking her out of the water through beautiful and magical landscapes from the plains of Africa to an Italian piazza.
The magical realism technique, using entirely still photography, comprises parallax, image layering and colour grading, to transform flat 2D images into flowing 3D films with the illusion of movement throughout.
Music for the commercial has been composed by Paul Hartnoll, from electronic band Orbital.
Dean Harvey, marketing director, Kuoni, said: “The creative technique is something quite different in advertising and will allow the viewer’s imagination to lead them through a wondrous world of travel experiences.
“We’ve created something quite unusual and surreal, inspired by a magical world of make believe blended with beautiful backdrops from a whole range of destinations.”
As well as appearing on television, the campaign will also run across digital, video on demand, print, social media and in all Kuoni’s 46 stores and John Lewis concessions throughout the UK.
Kuoni has worked with Brighton-based agency Designate to develop the campaign, who have worked with the Kuoni brand on projects for more than four years.
Derek Jones, Kuoni managing director, said: “January remains the most important sales period of the year for travel and we want to heighten awareness of our brand and clearly showcase our range of holidays around the world, including cultural tours, cruises, safaris and European collection, so people associate us with quality and range.”
Dan Fagg, creative director at Designate said: “It's been great for us to be back working with Kuoni - one of the world's truly prestigious and unique travel brands. And this project has been an awesome journey too. Coming up with the script was just the start of it. A brief to challenge both us and the client is a creative's dream and the opportunity to make it happen has been fantastic.”
Director Luke Losey said: “For me travel is about great memories. The notion of memory is so intriguing that we’ve come up with more metaphors for it than for any other mental phenomenon. In my mind’s eye I have fleeting memories of my mother’s allotment when I was a child, corn plants tall like skyscrapers. But it’s the holiday memories that really stay with me, from crazy taxi rides in Indonesia to a moonrise off Cape Comoran in India. In many ways these experiences come to define us, the memories take on a dream like quality - something I want to capture in this film, the expectation, joy and adventure that is unique to travel. With this film I wanted to evoke those emotions by showing them in dazzling and surreal environments, capturing our sense of wonder and fascination with the world and delivering it to the audience in a beautiful journey of the imagination.”
The campaign will launch with a sale message, to highlight a range of premium worldwide holidays available at special prices for a limited period.
To create maximum visibility the campaign will be supported with digital content and press advertising in titles such as the Daily Telegraph and Brides.
In addition sale booklet will go out with the Daily Telegraph and The Times in January promoting holiday offers on all types of holidays around the world.