The work
The campaign that gave Etihad Holidays its best sales year ever.
Etihad Holidays is the airline's package-holiday arm, and it had a problem that had nothing to do with its product. The prices were genuinely competitive. It simply could not get anybody to look.
Because every package holiday ad on earth is the same ad. A beach, a family, and a big yellow "from £399". And when an entire category converges on one picture, competitive pricing stops being an advantage. The brief wasn't to explain the offer better. It was to be noticed at all.
So rather than make a better version of that ad, I built something that could not be mistaken for one. The Etihad Holiday Machine. A disruptive slice of steampunk, strange enough to stop a commuter mid-stride, built as a physical installation at London Paddington Station and rolled out as a full 360 campaign across print, digital, social and experiential.
It worked, and then some.
Visit etihad.com ↗In a sea of identical holiday ads, be the one nobody can scroll past.