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Visit Britain

Industry: Transport & Tourism
Market:United States
Style: Minimalism

To go beyond the surface of the usual tourism campaign, we designed and built a bespoke digital platform that gave users the ability to control an interactive journey through Britain entirely themselves. Five identical films were shot in five separate British locations. The parallel stories were identical in structure, yet crafted to be completely unique in their details. From the differences in the accents to the regional slang, the side-by-side comparison between locations was crafted to showcase the subtle and stark differences between each of the locations, as well as the overall depth and diversity of things to discover throughout Britain.The experience worked across multiple platforms. In mobile, users controlled their journey utilizing their phone’s gyroscope. Simply turning their phone west took them west to Wales. Turning it north took them north to the Highlands, and so on. To ensure the storytelling was seamless, all five films required matching framing and dialogue. This was all captured in camera, on location, with no additional post-production or ADR utilized to make the films cut together perfectly.While users explored the experience, we gathered live data on the locations they enjoyed most and offered curated recommendations on what to do and where to stay in those specific places. Clicking any of these recommendations took them directly to booking on Expedia.

Great Britain is the most popular overseas travel destination for Americans, yet most visitors never make it outside of London. Because of this, the country feels familiar and therefore somewhat less exciting. The idea was to renew travelers’ interest by showing them both a broader and deeper view into all Britain has to offer. To do so, we shot five separate films that introduced five locals from all over Britain. Each one proudly claimed that their corner of the country was the only place travelers really needed to visit. The ironic competitiveness was intended to be tongue in cheek, reminiscent of the charming British wit and humor Americans love. The idea was built around letting users switch between locations, at any point, and control their journey entirely. This was also meant to encourage them to rewatch, with each trip through Britain feeling slightly different from the last.
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Art Director:
Account Supervisor:
Director of Photography:
Other credit:Entrant Company: 180LA, Santa Monica, USA
PR Agency: 180LA, Santa Monica, USA
Director of Integrated Production: Natasha Wellesley, 180LA
Director of Business Affairs: Loretta Zolliecoffer, 180LA
Digital Creative Director: Karan Dang, 180LA
Digital Producer: Ryan Schmidt, 180LA
Associate Creative Director: Florian Bodet, 180LA
Executive Producer: Craig Keppler, 180LA
Brand Manager: Allison Landrum, 180LA
Brand Manager: Jens Bracht, 180LA
Executive Producer: Luke Jacobs, Friend London
Executive Producer: Guy Rolfe, Friend London
On set VFX Supervisor: Pete Smith, Electric Theatre Collective
Executive Producer: Jonathan Sanford, Human
Composer: Per Hallberg, Formosa
Creative Lead: Thomas Davis, Unit9
Head of UX: Quentin Gauvrit, Unit9
UX Designer: Camille Theveniau, Unit9
UI Designer: Anton Skvortsov, Unit9
Motion Designer: Julian Faas, Unit9
The One Show 2018
Bronze Pencil Interactive
Interactive Video
The One Show 2018
Bronze Pencil UI / UX
Mobile / User Experience
The One Show 2018
Merit Interactive
Websites / Utility
The One Show 2018
Merit Mobile
Cannes Lions International Festival of Creativity 2017
Silver Digital Craft
Interface & Navigation (UI)
Cannes Lions International Festival of Creativity 2017
Bronze Mobile
Websites as a Product / Service
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