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LUGGAGE LABELS

LUGGAGE LABELS | Expedia | Ogilvy
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basics
Industry: Transport & Tourism
Media:Design & Branding
Published:Jan., 2013
Market:United Kingdom
Style: Minimalism
descriptioncnen
Brief Explanation
The challenge was to avoid well-trodden holiday clichés at all costs and engage the people who believe travel is a necessity rather than a luxury.

Describe the brief from the client
Create a campaign for those people who acknowledge the value of travel. For those who believe travel is truly transformational.

Design Process
We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape.

Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted.

Real rubber stamps were used for the pay-off lines.

These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background.

Every code used is an official IATA code from a real airport.

Results
Site transactions increased by 9% and the gross booking value per customer also increased by 8%.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Typographer:
Design:
Account Manager:
Retouch:
Other credit:Business Director: Stephen Hillcoat
Brand Communications Director: Andrew Warner
awards
New York Festival International Advertising Awards 2014
Second Prize Print
Travel, Tourism, Leisure
Cannes Lions International Festival of Creativity 2013
Bronze Design
Advertising Typography
London International Advertising Awards 2013
Silver Design
Use of Typography Campaign
London International Advertising Awards 2013
Silver Design
Poster Campaign
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