EasyJet ditches the ‘big shoot model’ to tap into creators

EasyJet and EasyJet Holidays have launched the first campaign to be devised under the brand’s new approach to advertising, which has seen it sign up a bank of creators all over Europe while jumping into bed with in-house specialist Oliver and continuing its relationship with VCCP.

Moving away from the traditional ‘big shoot’ model, towards one that embraces and reflects more short-form, social-style content, the ‘Big Orange Sale’ campaign is built entirely from content shot by creators from across Europe – capturing the supposed joy of travel in a way that is claimed to be authentic, unfiltered and unlike how travel brands normally advertise.

The campaign consists of a series of 20” films, as well as social-first and static assets, all created using easyJet’s new model that pulls content from a bank of assets commissioned from creators.

Media strategy and planning has been led by T&Pm and Kepler, and production has been led by Oliver.

The campaign will run across TV and VOD, OLV, audio, social video and static, plus display, web and app until February 4.

VCCP creative director Richard Nott explained: “When I’m looking to get away, probably my biggest inspiration these days is what pops into my feed. And that’s increasingly true for many of us. Frankly, content creators have become better advertisers of travel than the travel brands themselves. We wanted to learn from that – to show travel in a way that’s more spontaneous, visceral and joyful.”

Launched for their biggest trading moment of the year, the new campaign is the latest iteration of EasyJet’s ‘Get Out There’ brand platform, which originally premiered in the summer of 2023.

The strategic and creative approach was ideated by VCCP, who then worked closely with Oliver, T&Pm and Kepler to build this new modular, automated and flexible way to create short-form content at scale across every channel and format.

Looking ahead, it will allow for easyJet’s aim for creative work to show up in a more immediate, contextual and memorable way that’s perfectly suited to an increasingly dynamic media environment.

EasyJet marketing director Gabriella Neudecker said: “We’re so proud to get our first campaign created by our new creative and production approach out there. ‘The Big Orange Sale’ aims to communicate a joyful, spontaneous vision of travel – which, thanks to our new process, can be adapted across all media formats. This approach reflects how easyJet has evolved as a business, as well as how our customers consume media.”

VCCP London chief executive Andrew Peake added: “The challenger spirit runs through everything we do at VCCP. So, working with easyJet, it made perfect sense to create a challenger approach to creative and production for the latest iteration of the Get Out There campaign – allowing us to produce content at the scale needed for the fragmented media landscape without compromising on creativity, craft and effectiveness.”

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