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Celebrating the Small Moments

Celebrating the Small Moments

Michael Carnevale

Michael Carnevale

August 20, 2018

Out of office, of course.

"We wanted to celebrate the small moments that have great significance when it comes to our precious time away with those we love."

Bringing human emotion to the forefront, Lynsey Atkin, Creative Director at Havas London, breaks down Heathrow Airport’s warm “Out of Office” campaign in the middle of summer vacation season.

 

Why focus on the out-of-office reply in this spot?

Heathrow is just as much about those longed-for, week-long summer holidays as it is about weekday business trips and round-the-world epics. We wanted to celebrate the small moments that have great significance when it comes to our precious time away with those we love. So whether that’s packing our passport, that first sip of G&T, or even just triple-checking that we’ve locked the front door, we all know those small “ah” moments that let us know we’re really going on holiday. Turning on an out-of-office message is one such moment where the world of work is packed away and our focus shifts to the really important people in our lives.

How did Heathrow Airport manage to tie the brand to the excitement of going on vacation?

Heathrow is holiday excitement. Nothing feels more like your holiday is beginning than being in a great airport. So it was less about finding a way to tie the brand into this emotion and far more about dialing up how people naturally feel in Heathrow every day of the year.

What makes this story so relatable?

We wanted to tell a seemingly small story that had big resonance. By shooting one spot in one location, the emotional shift of our mother from work mode to family holiday mode is given the space to take center stage. We also get a real sense of the family dynamic—even in 30 seconds—and a genuine togetherness from the performances. Director Tom Green worked with our cast over two days to allow for natural action and dialogue that feels utterly relatable and like part of the fabric of everyday family interaction.

What’s been the reaction to the campaign so far?

The reaction has been super positive: more than 350,000 people have watched the ad on YouTube, so far, and I am reliably informed that we’re exceeding the view-through benchmark by 100%. So clearly, it’s working. Industry press for the ad has also been very good, including Pick of the Day on AdWeek and Editor’s Pick for Ad Age, plus coverage on Campaign UK amongst others (even a nice four stars from David Reviews). Most important, it’s helping to cement our point of view on the world. At its heart, Heathrow is about bringing people closer to each other. It’s an incredibly unique place where people from all over the globe converge and interact on a daily basis; in today’s climate, that’s something we’re proud to stand for.

"We wanted to celebrate the small moments that have great significance when it comes to our precious time away with those we love."

Bringing human emotion to the forefront, Lynsey Atkin, Creative Director at Havas London, breaks down Heathrow Airport’s warm “Out of Office” campaign in the middle of summer vacation season.

 

Why focus on the out-of-office reply in this spot?

Heathrow is just as much about those longed-for, week-long summer holidays as it is about weekday business trips and round-the-world epics. We wanted to celebrate the small moments that have great significance when it comes to our precious time away with those we love. So whether that’s packing our passport, that first sip of G&T, or even just triple-checking that we’ve locked the front door, we all know those small “ah” moments that let us know we’re really going on holiday. Turning on an out-of-office message is one such moment where the world of work is packed away and our focus shifts to the really important people in our lives.

How did Heathrow Airport manage to tie the brand to the excitement of going on vacation?

Heathrow is holiday excitement. Nothing feels more like your holiday is beginning than being in a great airport. So it was less about finding a way to tie the brand into this emotion and far more about dialing up how people naturally feel in Heathrow every day of the year.

What makes this story so relatable?

We wanted to tell a seemingly small story that had big resonance. By shooting one spot in one location, the emotional shift of our mother from work mode to family holiday mode is given the space to take center stage. We also get a real sense of the family dynamic—even in 30 seconds—and a genuine togetherness from the performances. Director Tom Green worked with our cast over two days to allow for natural action and dialogue that feels utterly relatable and like part of the fabric of everyday family interaction.

What’s been the reaction to the campaign so far?

The reaction has been super positive: more than 350,000 people have watched the ad on YouTube, so far, and I am reliably informed that we’re exceeding the view-through benchmark by 100%. So clearly, it’s working. Industry press for the ad has also been very good, including Pick of the Day on AdWeek and Editor’s Pick for Ad Age, plus coverage on Campaign UK amongst others (even a nice four stars from David Reviews). Most important, it’s helping to cement our point of view on the world. At its heart, Heathrow is about bringing people closer to each other. It’s an incredibly unique place where people from all over the globe converge and interact on a daily basis; in today’s climate, that’s something we’re proud to stand for.

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