My Travel Project – Air France-KLM Flying Blue | Clapboard Ad Archive

Visit Earth - S7 Airlines | Clapboard Ad Archive — archive collection thumbnail

Visit Earth - S7 Airlines | Clapboard Ad Archive

S7 Airlines’ Visit Earth campaign, crafted by Wieden + Kennedy and launched in 2019 in The Netherlands, transforms the conventional travel narrative by inventing the world’s first travel show for aliens, inviting an extraterrestrial audience to experience Earth’s most exotic locations, unusual sounds, and distinctive flavors. This campaign disrupts the transport industry’s usual approach to airline marketing by positioning S7 Airlines not merely as a conduit between global destinations but as a visionary brand that expands the imagination of travel itself, leveraging the playful paradox of addressing an audience beyond our planet to highlight the wonder and diversity of earthly exploration. The campaign’s primary asset, a trailer titled S7 Airlines | Visit Earth — Trailer, sets a tone that oscillates between curiosity, humor, and an immersive sense of discovery, appealing both to adventurous travelers and sci-fi enthusiasts. By broadcasting a travel documentary-style series through a genre-mashup parody that speaks directly to a non-human audience, the campaign sits squarely in Clapboard’s FORMAT#12—Parody or Borrowed Format, cleverly appropriating the familiar structure of travel shows and the tropes of science fiction to create a fresh, memorable brand narrative. This inventive storytelling device sidesteps traditional product-centric messaging or problem-solving techniques, opting instead for an imaginative engagement strategy that invites users to rethink the scope of travel and exploration. The campaign extends its reach through a Russian-language platform and the hashtag #VisitEarth, fostering social interaction and encouraging content sharing, which amplifies its digital footprint and engagement potential. By embedding itself in this cultural dialogue, S7 Airlines aligns its brand identity with discovery and adventure on a cosmic scale, effectively elevating its market positioning within the travel and leisure category. Clapboard rates this campaign 79/100. This campaign matters to the industry because it demonstrates how transport brands can innovate their storytelling by borrowing and subverting pop culture formats to create culturally resonant, boundary-pushing narratives that redefine audience engagement beyond conventional human experience.

Phone Zombies - Sci-Fi London | Clapboard Ad Archive — archive collection thumbnail

Phone Zombies - Sci-Fi London | Clapboard Ad Archive

Phone Zombies, created by Longform for Sci-Fi London in 2017, is a satirical content campaign that leverages sharp metaphor and playful narrative to launch the London Sci-Fi Film Festival into the public consciousness. Set squarely within the recreation and leisure category, the campaign unfolds through a content video that introduces the audience to an IT geek protagonist—an everyman engineer on a mission to save Londoners from the all-too-familiar blight of phone zombies, those preoccupied pedestrians whose unblinking focus on their screens disrupts the city’s rhythm. Rather than opting for a didactic critique of modern screen dependence, Longform deploys a creative device that sits squarely in Clapboard’s FORMAT#3—Symbolize the Problem—taxonomy, anthropomorphizing distracted phone users as literal zombies, a tongue-in-cheek nod to the sci-fi and horror genres the festival celebrates. The campaign’s centrepiece is the engineer’s fictional, patent-pending phone zapper, a gadget that hacks into these digital zombies’ phones to deliver a mildly shocking comeuppance through their own devices—a visual punchline that lands with comic excess and draws viewers into a speculative universe where everyday nuisances are confronted with outsize, inventive solutions. This approach is unmistakably tailored for urban audiences, who recognize themselves in both the frustrations of navigating crowded pavements and the wry commentary on social etiquette gone awry. By dramatizing the problem through symbolism and satire rather than mere demonstration, the campaign entertains while holding up a mirror to contemporary behaviors, a move that not only aligns perfectly with Sci-Fi London’s offbeat brand identity but also generates lasting cultural relevance. The single video asset anchors an extended online conversation, with the campaign’s reach sustained through social media dialogue and behind-the-scenes revelations that deepen audience engagement within digitally native communities tuned to both irony and genre storytelling. Longform’s execution reframes the launch of a genre film festival as an act of subversive urban mythmaking, reinforcing Sci-Fi London’s credentials as a curator of speculative futures and cultural conversation. The campaign earns 63/100 in Clapboard’s global creative archive. As phone zombies become an enduring emblem of city life, this campaign matters because it demonstrates how entertainment-driven symbolism can inject fresh perspective into conventional awareness efforts—reminding marketers that genre-savvy storytelling remains one of the most powerful tools in reimagining modern urban experience.

The Green Billboard - Transavia Airlines | Clapboard Ad Archive — archive collection thumbnail

The Green Billboard - Transavia Airlines | Clapboard Ad Archive

Transavia Airlines’ 2019 campaign The Green Billboard, developed by Havas for the French travel and leisure market, turns an overlooked advertising challenge into a bold demonstration of brand identity and media ingenuity. During holiday periods in France, 15 percent of billboard inventory remains unsold and is typically concealed with plain green paper—an uninspired placeholder that coincidentally matches Transavia’s signature green. Recognizing this unique opportunity, the airline hijacked these dormant green spaces by showcasing real-time user-generated content from its Instagram handle @transaviafr directly on the billboards. This approach transformed passive, wasted media into a vibrant, interactive platform that amplified Transavia’s presence as the low-cost subsidiary of Air France KLM while fostering genuine consumer engagement. By leveraging the brand’s distinctive color as a visual anchor, the campaign exemplifies what Clapboard’s FORMAT#11—Unique Personality Property—identifies as a strategy that capitalizes on an exclusive brand asset to carve out unmistakable recognition in a cluttered marketplace. Rather than relying on traditional advertising narratives or symbolic storytelling, The Green Billboard redefines media utility through clever contextual alignment, turning a mundane commercial constraint into an asset that embodies resourcefulness and community participation. This integrated campaign not only maximized visibility during a typically slow advertising window but also reframed the role of out-of-home media by inviting public interaction, thereby generating organic momentum and social buzz. Clapboard rates this campaign 76/100. The Green Billboard matters to the industry because it reveals how brands in transport and travel can repurpose existing media infrastructure with minimal cost to create dynamic, culturally resonant touchpoints that deepen consumer connection while reinforcing brand distinctiveness.

Scents of the City - Thalys | Clapboard Ad Archive — archive collection thumbnail

Scents of the City - Thalys | Clapboard Ad Archive

Thalys’s Scents of the City campaign, conceived by Rosapark and launched in Year: 2017, stands apart in the travel and leisure category as a deft synthesis of sensory branding and installation art, turning an everyday journey between European hubs into a vivid, multi-sensory proposition for the brand. In a Brussels art gallery, the transport brand invited visitors into a visually and olfactorily rich environment built from 752 suspended tubes, each containing one of 16 locally-inspired scents gathered from Paris, Amsterdam, Brussels, and Copenhagen, with each fragrance acting as a narrative trigger — whether the cozy nostalgia of a buttered tartine in a Parisian café, the provocative allure of the latex notes from Amsterdam’s Sex Museum, or the solemn resonance of Cologne cathedral distilled in the poetic aroma called Moments after Mass. Visitors were encouraged to actively explore the chandelier-like installation, using large wall maps to match scents to cities, weaving a personal and memorable connection between the unique cultural character of each destination and Thalys’s core promise of cross-border journeying. Unlike a standard demonstration, testimonial, or narrative-driven approach, what Clapboard’s taxonomy would classify as FORMAT#11—Unique Personality Property underpins the creative concept, positioning Thalys less as a transactional mode of transport and more as a curator of pan-European experience, with the installation reinforcing the brand’s identity as a connector not only of places but of authentic local moments. The campaign built narrative momentum through a prelude soft launch in Paris and extended its reach via a film following a traveler’s sensory pilgrimage across the cities, set for broadcast across the featured four markets in the back half of Year: 2017, ensuring that the immersive intent of the event translated into a broader cultural conversation for the brand. The campaign earns 77/100 in Clapboard’s global creative archive. Scents of the City matters because it signals a broader shift within travel marketing toward experiences that translate the tangible character of destinations into compelling, ownable properties for brands able to think and act across the senses.

UberESCAPE - Transavia Airlines | Clapboard Ad Archive — archive collection thumbnail

UberESCAPE - Transavia Airlines | Clapboard Ad Archive

Transavia Airlines’ UberESCAPE campaign, developed by Les Gaulois and launched in Year: 2017, stands as a striking example of how the travel and leisure market can redefine immediacy and accessibility through tech-enabled services. By integrating last-minute air travel directly into the familiar Uber app interface, UberESCAPE enabled users across Paris, Nantes, and Lyon to select a new option and bundle a Transavia flight with their Uber journey—seamlessly expanding the notion of booking a ride to encompass spontaneous holiday departures to destinations such as Barcelona, Lisbon, Vienna, Porto, London, or Amsterdam without the usual friction or planning hurdles. This strategic partnership not only amplified Transavia’s core brand promise—making holidays easier and more accessible than ever—but also leveraged Uber’s ubiquitous mobility platform to collapse the boundaries between local and international travel, fundamentally reframing holidays as a spur-of-the-moment decision. The campaign’s creative device sits squarely within what Clapboard’s taxonomy would classify as FORMAT#1—Demonstration, foregrounding proof over persuasion and using the UberESCAPE interface itself as the campaign’s central narrative engine. Rather than relying on celebrity endorsement, dramatic storytelling, or metaphor, the work focuses on the direct presentation of product functionality: a real-time, app-based pathway from home to airport to getaway, with the enticing message that all of it costs no more than a typical ride across town. In terms of communications strategy, this bold ambient activation activated not just the target demographic of young, experience-hungry travelers but also challenged the wider transportation industry to consider how frictionless digital integration can erase perceived access barriers. Les Gaulois’ solution was immersive and disruptive yet intuitively navigable, reinforced by local specificity and a creative simplicity that demystified last-minute travel—effectively making an industry-wide argument for ease and impulsivity as core value propositions. In Clapboard’s global creative archive, the campaign earns a score of 69/100. UberESCAPE matters to the industry because it signals to both legacy travel brands and digital-first platforms that radical user-centric integration—rather than big-budget spectacle—remains the most persuasive demonstration when it comes to changing travel behaviors at scale.