Do you, like 17 million other Brits, look at this year’s Christmas ads and feel nothing, zilch, nada? Well, look no further than Ark London’s first work for Loveholidays which aims to bring a little sunshine into everyone’s life.
Following a staycation stint with Claudia Winkleman and the team in Scotland, former England rugby player and Celebrity Traitors star Joe Marler has swapped British winter days for something brighter – checking into a sunshine filled giant 3D billboard on a busy London street.
Designed to look and feel like a slice of summer paradise, the installation from the online travel agent sits opposite Shoreditch Boxpark, and features real sand, sun loungers, beach inflatables and artificial sunshine, to remind passers by that living in the darkness isn’t forever.
The idea comes in response to new research commissioned by Loveholidays that reveals the stark reality of Britain’s winter darkness. A study of 2,000 working adults found that full-time employees see just 90 minutes of daylight per week during winter months.
Over half of Brits (58%) head to and leave work in darkness, and a similar proportion (56%) go without daylight for four consecutive days. Perhaps it is no surprise then that three quarters (76%) say the lack of sun makes them crave a holiday in the heat.
The impact of the lack of sunlight on mental health is notable; a quarter of Brits (24%) report feeling glum, while over half (54%) say the darkness drains their energy levels.
Meanwhile, three quarters (76%) say a winter getaway would positively impact their mental wellbeing, with two-thirds (68%) claiming that having a holiday plan to look forward to boosts their mood.
Marler, who has openly shared his own mental health journey during his rugby career, said: “When it gets dark, it’s easy to feel down, but it’s only for a few months a year.
“The research shows that so many people don’t see much daylight at all when the nights draw in, and that leaves them longing for a holiday.”
The Loveholidays installation will run for five days, creating a slice of summer paradise in the heart of East London. It is designed to serve as a reminder that while Britain’s winter darkness is temporary, a sunshine escape is just a tap away.
Loveholidays chief marketing officer Al Murray said: “Discovering that holiday planning can meaningfully improve people’s wellbeing during winter inspired us to think differently. This is our first piece of work with Ark and, instinctively, they understood our ambition. We’re delighted with the result; a campaign that doesn’t just advertise sunshine, it gives people a moment of it during a dark and cold day.”
Ark creative partner Edward Usher added: “Winter leaves people short on daylight and, often, short on optimism. But research has shown having a holiday to look forward to is a powerful mood-booster, so we saw a chance to show just how uplifting that anticipation can be. If just seeing a holiday scene can lift your spirits, imagine what booking the real thing can do. It’s a simple, positive story that we hope can bring a little sunshine this winter.”
So, what is the consensus around the Decision Marketing office?
Well, we hope Joe is getting paid handsomely to sit in a window for hours on end, although we suspect he won’t be there full time for the full five days – that would be even more annoying than being on the receiving end of Alan Carr’s cunning stunts.
Still, what’s not to like about this activiation? Naturally, it is only a one-off so unless you happen to be near Shoreditch Boxpark, you won’t even know it has been running but we are up in London this weekend so we might just make a special trip.
After all, everyone likes a little sunshine in winter…
Decision Marketing Adometer: A “blue skies ahead” 8 out of 10
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