W+K Tokyo launched a 60-second broadcast spot for Booking.com in Japan, entitled “Here’s to Explorers.”
The adventure-promoting spot marks the beginning of the brand’s first-ever campaign in Japan. W+K Tokyo launched the integrated campaign yesterday with the debut of the spot, which also runs in 30 and 15-second versions. “Here’s to Explorers” is an anthem ad, celebrating adventurous travelers while touting Booking.com as their resource to find a “basecamp for adventure.” The campaign targets a changing travel model in the country, which finds younger travelers not content to simply rehash old holidays with plans and routes already chosen. W+K Tokyo attempts to tap into this new attitude in the spot, which shows three girls from the city getting back to nature with the perfect rural getaway, a family taking a break from their routine with a fun vacation and a businessman escaping his hectic schedule with a tropical retreat. It amounts to an inviting anthem to exploration, convincingly promoting the service as a tool to creating the right travel experience on the fly.
The spot is broadcasting across Japan, with online promotion including Yahoo!Japan and MSN, as well as through the brand’s social media accounts. W+K Tokyo will launch the second phase of the campaign, including social media elements and OOH in partnership with Mindshare, this autumn.
Credits:
WIEDEN+KENNEDY TOKYO
Executive Creative Directors: Mike Farr & Tota Hasegawa
Art Director: Matt Moore & Kazuhi Yoshikawa
Copywriter: Charlie Gschwend, Kounosuke Kamitani & Takeshi Amata
Agency Producer: Kenji Tanaka
Digital Producer: Reiko Kawaguchi
Strategic Planner: Greg White
Designer: Keisuke Koumae, Eriko Wakabayashi, Ayano Takase & Marek Okon
Project Manager: Lizzie Murray
Print Traffic: Yoko Onodera
Traffic Assistant: Yuri Yoshimura
Translator: Fumie Itake
Account Director: Takemi Sakairi
Account Supervisor: Hiroyo Takimura
FILM PRODUCTION
PRODUCTION COMPANY: NeeD
Director: Matthew Swanson
Producer: Peter Slowey
Executive Producer: Melissa Culligan
EDITORIAL: Cutters
Editor: Aika Miyake
POST PRODUCTION COMPANY Cutters
Post Producer: Megumi Irino
Online Artist: Yusaku Yasuda
Colorist: Ben Conkey
MUSIC COMPANY Walker
Sound Design: BumBum
Mixer: Morita
Narrator: Shinya Oowada