The Most Creative Campaigns, Brands and Agencies in Transport & Tourism
TRAVEL IS DEFIANTLY BACK ON THE MAP, BUT THE MOST AWARDED BRANDS NAVIGATED TO UNEXPECTED IDEAS RATHER THAN FAMILIAR DESTINATIONS.
Dynamic digital ideas characterize the big winners, whether it’s an incredible immersive map that elevates Black culture, or a haunting video experience that rivets us to the screen – and dares us to Visit Sweden. Even Deutsche Bahn chose to satirise the digital downside of home working in order to get us moving. But wait: in second place there’s a film for the Tokyo transit authority whose poetry is purely analogue; and a popular entry from British Airways is a billboard that’s beautiful in its simplicity. Black & Abroad was the most awarded brand overall, once again combining innovation, exploration and empowerment.
Most awarded campaigns, brands & agencies in
Transport & Tourism in
2023
Most awarded campaigns, brands and agencies in
Transport & Tourism in
2023
The Black Elevation Map is an immersive digital experience that reimagines the American landscape by visualizing the heights of The Culture as elevation. The platform takes cultural data, such as Black population data, historical markers, Black-owned businesses, and social media activity, and visualizes it as points of interest on a dynamic, searchable elevation map of the United States. The greater the density of data, the higher the elevation.
Black & Abroad is among the world’s most prominent niche-audience travel brands. Known for its international trips to Latin America, Europe and Africa – and its provocative “Go Back To Africa” campaign – the company has been redefining experiences for the modern Black traveler since 2015.
Our film follows the track of the father-daughter relationship evolving over twelve years as they commute to work and school on the same train on the Sotetsu Line. The entire story is set on a train and was filmed in one shot.As the daughter grows, she explores new social values, ventures beyond her family circle, and becomes distant from her father. The ever-changing father-daughter relationship throughout the years is styled as a seamless time-lapse sequence of 50 lookalike actors with train's winding movements to express the swaying emotions of the two. It reflects how life goes by in a succession of ordinary moments like an uncut one-shot film.In the final scene, the father prepares to get off at their usual station, except this time, the daughter will continue on to her new university in Tokyo. She is on the new connecting line that goes directly into Tokyo.
The Tourism Authority of Thailand partnered with YGG to introduce ‘Home Sweet Home - Survive Obt2’, a multiplayer game that builds on the success of its previous version by taking the gaming experience to the next level and turning it into a gateway that interconnects the virtual world, the spiritual world and the real world for the first time.
In addition to a totally new journey of discovery into Thailand’s deep culture, where gamers from anywhere around the globe could immerse themselves in age-old beliefs and explore the numerous sacred temples and sanctuaries inside-out, this new version engaged players on a deeper level by giving them the chance to virtually take part in ancient rituals, interact with a range of sacred objects and even use supernatural powers from the various hidden amulets they would unexpectedly uncover during the gameplay, to help them stay protected and fight against the evil forces within the game.
Moreover, as gamers learnt more about the fascinating superpowers of each amulet, occult rituals and spiritual activities, they were offered a unique chance to get their hands on their favorite amulets and other sacred items through a link to the Tat website within the game, where they could easily purchase and get their items delivered, or even book certain activities they wished to experience in real life.
The campaign explores the myriad reasons people travel, whether it’s to reconnect with loved ones, to take some time out, or to be immersed in a different culture.
Philosophy
The campaign by Uncommon Creative Studio centred around the common question travellers are asked when they land at a new destination: ‘What is the purpose of your visit?’. Along with the standardised boxes of business or leisure, the campaign offered up a series of more reflective and relatable answers for holidaymakers – whether that’s, ‘because this weather sucks’, ‘to feed the social feed’, or ‘marriage CPR’.
Result
In total, Uncommon created 500 individual print, digital and outdoor executions, along with 32 short films that further emphasised the myriad reasons why Brits are so obsessed with going on holiday.
The 500 outdoor executions were also designed to adapt according to their location, the time of day, the weather and what was happening in the news. Meanwhile, the copy related directly to the medium in which it appeared, such as in playful bus wraps and press ads that adopted a ‘battenberg’ approach, with adjacent placements containing interacting reasons for why we travel.
The Khortytsia Island brand is a graphic journey. Some elements are fully visible and some are hidden behind a cloak of secrecy. The more you immerse yourself in the world of the island, the more the identity is revealed. Abstract knowledge about the is-land becomes a personal experience: visual, tactile, sound, aromatic. The identity invites you to look behind the scenes, learn more and explore. All design elements were created based on the real attributes of Khortytsia: flora and fauna, historical artifacts, images from myths and legends, bronze, water, stone and other materials that make up the inner world of the island. The X sign is the first letter in the name of the island in Ukrainian and is also a symbol of mystery, its meaning may be different for everyone. We took X as a basis and created 24 different logos.
SECRET TOURISTIC BRAND OF UKRAINIAN ISLAND KHORTYTSIA This is the island of Khortytsia, the place where Ukrainian history was born. This is the island of centuries-old history, amazing nature, breathtaking secrets, myths, and legends that have been forgotten for many years. This year, according to President’s initiative, is the year when the island of Khortytsia started its renovation. Bickerstaff.738 creative agency accepted a challenge to tell everyone about all of the reasons to visit Khortytsia and decided… not to practically say a word to leave its mystery to the island and, moreover, make it the key feature. The X sign is the symbol of mystery, while the sense behind it uniquely uncovers to everyone who sees it. So does the identity that develops along with people’s knowledge of it. This progressive disclosure principle works for any type of visual language: photos, typography, illustrations, and any static or dynamic types of content. Quite literally, the new touristic brand of Khortytsia invites everyone to discover their own stories about the island. The new brand of Khortytsia is a graphic journey that grows along with people’s increasing knowledge of it. Here the heart of the island opens wider, the deeper you get to know it. Centuries-old secrets are hidden here behind abstract facts, and they do open up to people uniquely as soon as they are ready. And if you are ready to open the island of Khortytsia in your own way, just take a deep breath and go for it to meet the mystery.
Philosophy
Khortytsia Island occupies a special place in the history of Ukraine, but it’s mostly unknown for Ukrainians because the Museum of the Cossacks supplanted all its other attractive aspects and became the only symbol of the island
Problem
We were challenged to develop a tourism brand that would open the island to internal and external tourism, show its diversity and encourage people to explore Khortytsia.
Result
We use the island’s mystery as an advantage and create an intriguing brand, a graphic journey to become an incentive for a person to explore the island. We created 24 different logos from the X sign as a symbol of mystery and the first letter in the name of the island, accidental font and a lot of design elements based on the real attributes of Khortytsia. The “curtain” effect, that reveals the deep essence of Khortytsia is easily scalable and works with graphics, illustration, photography and typography as well, it unites all parts of the identity and makes the island’s brand recognisable.
Many people know about the tragedy, but far fewer know that the cities of Chornobyl Exclusion Zone are gradually disappearing, being destroyed by neglect and absorbed by nature. This means that over time no one will be able to see the consequences of the man-made disaster. The form of the logo is based on the shape of the fourth reactor — the place where it all began. Every year the Chornobyl logo changes, becoming lighter in weight until the end point of its existence in 2064 when the Chornobyl Power Plant will be completely decommissioned.
For the first time in history a logo for the Chornobyl Exclusion Zone was developed. So that more people would want to see the consequences of this tragedy before it disappears.
