Brittany Ferries is targeting “modern explorers” seeking fresh and interesting travel with a new summer campaign that uses typography to create ripples with words to stand out from the crowd.
Devised by McCann Bristol, and building on the brand’s ‘Uncommon Holidays’ creative platform launched earlier this year, the new activity aims to position Brittany Ferries as more than just a mode of transport, instead trying to establish it as a holiday provider in its own right.
Dubbed “Wake”, the campaign transforms written lines into a rippling “sea”, creating a wake behind a ferry and hinting at the diverse experiences available on a Brittany Ferries Holiday to France and Spain.
McCann’s deliberate use of longer copy invites readers to uncover hidden gems within the ad, mirroring the discoveries awaiting explores on a Brittany Ferries Holiday.
Running in The Guardian and The Observer, the campaign features multiple destinations and will appear throughout the summer.
Brittany Ferries head of acquisition marketing Andrea Smith said: “The ’Wake’ campaign perfectly captures the spirit of Brittany Ferries.
“It reinforces our commitment to providing travellers with uncommon holiday experiences that stand apart from standard air travel options. We offer the freedom to explore at your own pace, with your own vehicle, creating memories that last a lifetime.”
McCann Bristol executive creative director Zane Radcliffe added: “In a creative industry often focused on AI, the ‘Wake’ campaign is a refreshing reminder of the power of human creativity to deeply resonate with audiences.
“Copywriting, art direction and typography combine perfectly, inviting readers to bob along on a sea of quirky holiday insights.”
Related stories
‘Be affordable, convenient, and authentic or fall behind’
Brands urged to recognise consumers simply want less
‘Things can only get better’: Marketers upbeat on 2025
Cost of living crisis bargain hunt shopping ‘here to stay’
‘Even the most loyal shoppers spend more with rivals’
