EXPEDIA | Visit Britain | 2017
Just tilt your phone to travel across all of Britain / Expedia "Visit Britain"
Tilt your phone north and you're in Scotland. Tilt it west and you're in Wales. A video experience where the direction you tilt decides your destination.
The problem
For Americans, a trip to Britain basically meant London, full stop — few people ventured further. Expedia and VisitBritain wanted to show off the charms of places beyond London, like Manchester, Cornwall, and the Scottish Highlands.
The insight
Travel isn't something you want someone else deciding for you — you want to choose it yourself. Turning the pitch into something you touch and choose, rather than something pushed on you, is the heart of this idea.
The idea
They gave each of five regions its own quirky local character, each one boasting — with a wink — that their region is the one and only place in Britain really worth visiting. Using the phone's gyroscope sensor, tilting it in a direction instantly switches to that region's video, with all five videos perfectly synced to each other. After watching, viewers get recommendations based on how long they plan to stay, flowing straight into booking.
What happened
At the 2017 Cannes Lions, it won Gold in Cyber and Bronze in Mobile. #OMGB was widely used on social media.
Afterthought
The idea of using a gyroscope in an ad was fresh, but what I love even more is the contradiction: five characters each insisting "we're the best," yet all of them end up appearing together anyway. Tilt it one way, you get one view and one person; tilt it another, you get a completely different one. That's what the freedom of travel feels like.
Awards
- Cannes Lions Gold 2017
