3 Mins Escapes
Issue 59 | June 2021
Creative Director David Masterman Creatives Ash McMahon, Andy Wilks
Producers Jasmine Willson, Sophia Cliffe
Account Team Emma Harvey, Millie Stockford Planners Camila Toro, Stefan Siedentopf Business Directors Olivia Packshaw, Alex Dalman Media Planners Hannah Stockton, Daisy Parker
One of the many reasons people love to travel is to get away from the stress of daily life and discover new places. So, with the ongoing impact of the pandemic and coinciding with Blue Monday (traditionally the most depressing day of the year), easyJet launched this campaign to give the public the holiday feeling that they are missing, whilst they wait for their next chance to step onto a plane. It aimed to give little tasters of the escapes people would normally get from a trip away.
The campaign was a social-first and native content series for IGTV, featuring seven escapes that focused on stunning popular European destinations. From beautiful Greek beaches to the snowy peaks of Austria and the cityscapes of Budapest and Venice, the three-minute films aimed to transport the public away from the humdrum of life for a moment of mindfulness during a dreary January.
The best performing video on week one was the ‘Slopes’ video. Overall, ‘Venice’ performed best with over 70% of the total video views.
Blue Monday in the UK (January 17th) was particularly dismal. And the days and weeks that followed were not much better what with news of new Covid variants, further lockdown measures and crap weather to top it all. It was in this context that I first came across the Easyjet videos. Let me tell you, on a grey day in Kent watching waves splash up a pebbled beach beneath a blue sky for three minutes to the gentle sounds of an echoing piano track was three minutes of anticipation, of hope, of… escape. When travel does become easier, Easyjet will profit from having advertised at a time when their competitors were, for the most part, keeping schtum.
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