I was the CD and writer on Tripadvisor’s multi-platform campaign in support of their European restaurant booking app, TheFork. Our goal was to celebrate the moments of connection that define a meaningful night out, with an emphasis on cohesion and unified messaging across multiple touch points.
Our brand spot sought to frame these warmly relatable moments in a compelling new light. To achieve this, we wove together three distinct nights out with the same hero appearing alternately as friend, partner and mother. We then moved through the three stories in reverse, removing each moment from it’s familiar context and inviting the audience to consider them anew. This approach also meant the brand spot ends at the “beginning” of each night, closing the piece with an open-ended air of possibilities.
Our series of out of home spots leveraged these moments in isolation, capturing a sense of spontaneity and specificity. Copy was snappy and spare, phrased as a toast in celebration of shared experience.
The campaign was rolled out across digital and print platforms in 2023, including station takeovers in the London Tube and Stockholm Metro. The brand spot has been recut into a range of lengths with alternate voiceovers to increase contextual relevance in different markets and settings. All elements have been translated into Dutch and Swedish and the campaign is currently live across the Netherlands, Sweden, and the UK.