Expedia.com this week introduced a new brand campaign—its first work from new agency 180LA—under the theme "Find yours." The effort kicks off with an anthem spot stitched together entirely from user-generated content, featuring video footage from people's travels. It's the beginning of an extensive campaign by the world's leading online travel agency to move away from the nuts and bolts of travel booking (the previous tagline was "Where you book matters") and into more aspirational territory focused on "the transcendent bliss of the perfect vacation." All the user-gen content—photos, videos and stories—will endeavor to explain how seeing the world has transformed the travelers as people. Beyond the anthem spot, Expedia is working on mini-documentaries starring ordinary people with extraordinary travel stories; sponsored trips for travel bloggers to different popular locales, including Pamplona, Spain, for the running of the bulls, to Las Vegas and across the U.S. on a college-football tour; Facebook, Twitter and Pinterest integration; and a short-film contest that pits 37 filmmakers ages 13-28 against one another. Expedia is also serving as platinum sponsor of Passports with Purpose, an organization dedicated to doing long-lasting good for people who live in the places travelers visit. Check out the anthem spot below.