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easyJet's ‘nextGen' Rebrand Keeps Travel Dreams Alive

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VCCP led campaign invites travellers to rediscover Europe

easyJet's ‘nextGen' Rebrand Keeps Travel Dreams Alive

easyJet has today launched ‘nextGen easyJet,’ a new integrated brand campaign designed to inspire holiday makers and welcome customers back to the skies. Devised by creative agency of record, VCCP London, marks the airline’s first new pan-European campaign since the pandemic began. The campaign comprises TV advertising, print, social and digital executions across the UK and core markets in Europe.  

As Europe opens up, signalling a return to restriction-free travel, the fresh new brand direction has been inspired by jetsetters’ craving to experience Europe and make up for lost time. ‘nextGen easyJet’ sets out the brand’s ambition to inspire travel and all it has to offer, as well as showing that easyJet is back, better than ever, and is pioneering the next generation of travel for all. 

easyJet is the original democratiser of travel and beyond its famous low fares has continued to challenge itself and the industry to pioneer positive change, whether that’s championing diversity and inclusion for its people and customers alike, or for leading the way on ambitions to decarbonise aviation. Now, ‘nextGen easyJet’ will set the airline off on a new journey that’s not only easy and affordable but champions and acts on the values that its customers share - and with it, engage with conscious consumers who are passionate about the depth of experiences Europe has to offer.

‘nextGen easyJet’ connects customers to the people they love, new and diverse cultures and unforgettable experiences, all whilst continuing to drive initiatives for greater inclusivity in the industry and taking action towards a zero-emission future, offering its customers a world of possibilities - not just flights. 

At the heart of the new campaign is a 60 second edit film, capturing the magical spirit of going on holiday, which will go live in the UK on 21st March 2022. Directed by Nick Ball, who has worked on campaigns such as ‘For When it’s Time’ for Extra and ‘Money Calm Bull’ for Money Supermarket. The fantastical film opens with easyJet cabin crew leading a ‘flock’ of passengers down a runway. With their help, the passengers prepare for take-off, gathering pace on the tarmac until they lift off, physically taking flight to their dream destinations. The playful story culminates with an easyJet plane appearing, pilots guiding the flight into the sunset, and unveiling the hero strapline; ‘nextGen easyJet’.

The campaign highlights easyJet’s ongoing work as Europe’s only major airline to offset carbon emissions from the fuel used for all its flights at no extra cost to customers, while it works alongside industry partners to accelerate the development of zero-emission technologies, as well as its commitment to championing greater diversity and inclusivity for the aviation industry.

Richard Sherwood, easyJet customer and marketing director says: “easyJet has always been restless. Since our beginnings we have been a disruptor and continue to challenge ourselves and the industry to ask: ‘what’s next’? More than ever, consumers are looking for brands that they trust and share the same values with, and while we see that there is pent up demand to travel across Europe, with many wanting to make up for lost time and enjoy all of the experiences travel has to offer, people don’t want to enjoy travel at any cost. 

“Consumers want to know they are flying with a safe and responsible company, who champions and takes action to lead the way with environmental, social and inclusive initiatives that drive positive change for our planet and communities, for its people and customers – that’s nextGen easyJet. 

“Through our new brand identity, we want to empower customers with the knowledge and choices to fulfil their aspirations as nextGen travellers, by working towards a future where it’s possible to fly without leaving a footprint, creating an inclusive and diverse business that’s driven to shape nextGen travel, all while keeping holidays easy and affordable for our customers and communities where we fly. 

“We’re looking forward to bringing customers along with us on this next journey, where the possibilities are endless.”

David Masterman, creative director at VCCP added: “There aren't many things we've missed as much as travel these past couple of years. Its importance has never been more apparent. easyJet are doing amazing things with a view to the future and this campaign is how we're going to talk about those things.”

Supporting the ‘nextGen easyJet’ campaign film, easyJet has also revamped its visual brand identity as a nod to this new era. Designed to disrupt the aviation category and cement its recognisable brand personality, the new easyJet visual world follows a ‘cyan bias’ whereby all key assets across Social, OOH, Press, CRM and easyJet’s owned channels will now exhibit contrasting blue and orange tones, synonymous with the easyJet brand, allowing the ‘nextGen easyJet’ audience to feel a part of the new easyJet experience. 

The fully integrated, pan-European brand campaign launches on TV and across AV, OLV, VOD, social and Display in the UK from Monday 21st March 2022, with all the media buying and planning being undertaken by OMD, and will follow in key European markets including France, Italy, Germany and Switzerland. 

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CLIENT: easyJet

ADVERTISING AGENCY: VCCP

CREATIVE DIRECTOR: David Masterman

SENIOR COPYWRITER: Pip Bishop

SENIOR ART DIRECTOR: Chris Hodgkiss

AGENCY PRODUCER: Alessia Small

PLANNER: Stefan Siedentopf

BUSINESS LEAD: Olivia Packshaw

ACCOUNT TEAM: Emma Harvey & Poppy Brookes

DESIGNER: Tom Loach

MEDIA BUYING AGENCY: OMD

MEDIA PLANNER: OMD

PRODUCTION COMPANY: Blink

DIRECTOR: Nick Ball

DOP: Seamus McGarvey

PRODUCER: Ewan Brown

EDITOR: Leo King at Stich Editing

EDITING ASSISTANT: Luke Anderson at Stitch Editing

VFX POST-PRODUCTION COMPANY: Swiss

COLOURIST: Matthieu Toullet at The Mill London

FINISHING: Loredana Gangemi at The Mill London

POST-PRODUCTION PRODUCER: Edwin Elkington at The Mill London

SOUND DESIGNER: Ben Gulvin at Wave

MUSIC COMPANY: Finger Music

BUSINESS AFFAIRS: Alexia Collins

Categories: Travel, Airlines

VCCP, Fri, 25 Mar 2022 09:09:19 GMT