Albion has released its first piece of creative work in 14 markets.
Kiwi director Mark Albiston from global production company The Sweet Shop has recently shot a new campaign for Thomas Cook via London agency Albion.
After winning the Thomas Cook Group account with a mandate to reinvent the business through its product and communications, Albion has released its first piece of creative work today in 14 markets.
The pan European campaign is based on an innovative piece of insight work, which aims to demonstrate the emotional benefits of a holiday company that delivers the whole experience for its customers.
Says Albiston: "Getting the casting right was always going to be the key to this campaign, and the team at Albion were brilliantly supportive, and not a little brave, in letting us use the casting process to shape the final films. Our amazing young lead made us laugh the moment we put the music on... there was no need for choreography, we simply picked his best moves from the first audition and put a routine together."
Says Adam Lawrenson, ECD, Albion: "This campaign marks a totally new direction for the brand and is routed in an idea which works well not only for communications, but also for product and the organisation internally. That will be key to driving forward the agenda for the Thomas Cook Group over the coming years."
Client: Thomas Cook Agency: Albion ECD: Adam Lawrenson Creative Director: Debs Gerrard Creative: Hugo Isaacs Head of Film: Petrina Kilby Production Company: The Sweet Shop Executive Producer: Spencer Dodd Producer: Kate Taylor Production Manager: Natalie Isaac DoP: Justin Brown Production Designer: Birgit Kniep-Gentis Costume Designer: Katie Ruth
Edit House: tenthree Editor: Billy Mead Sound: 750mph Sound Design: Sam Ashwell Post Production: The Mill