To help build awareness of Plum Guide, which curates the world’s best holiday rentals via a rigorous vetting process, the brand wanted a disruptive campaign that would grab attention and achieve cut-through without requiring the budget of its higher-profile competitors.
Working in collaboration with Stink Studios, the brand devised a new tagline, No Time for Average Stays, which provoked the punchy narrative for the OOH campaign: a bold and provocative execution that reminds audiences that holidays are finite and none of us should waste our precious holiday time.
Arriving just after the lifting of travel restrictions caused by the pandemic, the ads were topical and played into people’s fears of time running out. Their referencing of mortality provoked wide conversation and debate, which has led the brand to continue this messaging in new iterations and campaign ideas.
Plum Guide: No Time For Average Stays
Entrant: Plum Guide
Creative Agency: Stink Studios
Executive Creative Director: Cameron Temple
Creative Director: Justin Mulcahy
Copywriters: Ben Harris, Kat Thomas
Head of Strategy: Tom Barnes
Business Director: Ben Ingle
Executive Producer: Vicki Banwell