Home is where the holiday is
HomeAway
A homely brand campaign for a well-loved holiday home brand.
Project involved:
Photography - Advertising - Website - Social - Display
Role: Art direction & design
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Agency: Saatchi & Saatchi
Creatives: Alexandra Sattlecker, Linda Weitgasser, Steven Parsons
Photographer: Jim Stephenson
Project summary
HomeAway offers holiday rental vacation homes, that really are the whole home. Their unique selection of homes offers multiple rooms, pools, and all the grounds. Unlike competitors such as Airbnb, they offer a more premium package that doesn't compromise on privacy, quality, or sharing.
I helped Saatchi & Saatchi win HomeAway as a client. I was responsible for bringing to life our 'whole' positioning and led the art direction.
After winning the pitch, I was involved in working on live briefs. For them, I became brand guardian art directing and designing everything from brand guidelines to their first brand campaign.
The largest project that I was their asset library project. I was responsible for pitching, leading, and directing 18+ property shoots all over the world.
This involved sourcing the right properties, casting, art directing each photoshoot, ensuring each image and piece of film, all aligned to our proposition, and all the post-production work necessary.
This was a client that I developed a great relationship with. Where I was called on for creative support when they were without a Creative Director, acting as part-agency part-client creative.
'Whole holidays' needed 360-degree imagery to show the whole picture.
Our ambition was to utilise media which elevated our concept.
My visuals inspired the finished campaign. Where we used panoramic photo technology, that emphasised HomeAway's whole packages.
Digital and social had personalisation at the heart of it. Including a digital guestbook that curated your holiday memories, and a unique 'out-of-office' to help you enjoy your holiday.
