Fictional Case
Evelyn Aira, AD
Emelie Ljungberg, AD
Nina Hansson, AD
Mission:
Lonely Planet is facing a major challenge. Across social media, they are met with pleading followers urging them not to encourage travel to popular and overtouristed areas. This contributes to environmental damage and creates significant issues for local communities.
Insight:
The image for Instagram has become more important than the destination itself. We need to get people to change their perspective.
Solution:
Discover a new perspective means the launch of a custom map on Google Maps. The backpacker scans the QR code and is directed to the map, where they can explore other hidden gems. This helps in changing the perspective.
Map
Here is the map that the recipient will access once they scan the QR code. It’s important to mention that when they reach their destination, they are encouraged and informed on how to travel more ethically and sustainably, so that the same issues don't arise again.
Outdoor advertising
"The perfect shot" is a print idea under the campaign "Discover a new perspective." The prints will be displayed side by side, as well as in Lenticular printing, to emphasize how important it is to change perspective on this issue. Airports, train stations, and travel hubs will be the locations where these prints will be displayed, as these are the places where we capture the most backpackers/travelers.
Poster mockup nr 2: <a href="https://www.freepik.com/free-psd/two-urban-posters-mockup_11024110.htm#query=poster%20outside&position=5&from_view=search&track=ais">Image by Vectonauta</a> on Freepik
Poster mockup nr 3,4: <a href="http://www.freepik.com">Designed by berlionemore_contributor / Freepik</a>
