Demo Film

Presentation Image

Title	THE ONLY PLACE YOU NEED TO GO
Brand	EXPEDIA
Product/Service	EXPEDIA
Category	E04. Technological Achievement in Digital Craft
Entrant	180LA, USA
Idea Creation	180LA, USA

Name	Company	Position
Cary Ruby	180LA	Associate Creative Director
Florian Bodet	180LA	Associate Creative Director
Pierre Janneau	180LA	Creative Director
Dan Kroeger	180LA	Creative Director
Craig Keppler	180LA	Agency Producer
Karan Dang	180LA	Creative Director
William Gelner	180LA	Chief Creative Office
Chianne Peterson	180LA	Digital Producer
Ryan Schmidt	180LA	Integrated Producer
Natasha Wellesley	180LA	Head of Integrated Production
Tim Main	Friend	Director
Joe Dixon	Friend	Director
Tim Sidell	Friend	Director of Photography
Luke Jacobs	Friend	Executive Producer
Guy Rolfe	Friend	Executive Producer
Rachel Rumbold	Friend	Producer
Sam Jones	Cut+Run	Editor
Steve Gandolfi	Cut+Run	Editor
Matt Prickett	Cut+Run	Assistant Editor
Luc Giddens	Cut+Run	Assistant Editor
Matt Dilworth	Cut+Run	Assistant Editor
Annabelle Dunbar-Whittaker		Producer
Michelle Eskin		Executive Producer
Amburr Faris		Producer
Kayt Hall		Executive Producer
Pete Smith		Visual Effects Supervisor
Eric Mason		2D Artist
Kevin Jones		2D Artist
Dave Damant		2D Artist
Nicholas Hiegel		2D Artist
Gretchen Capatan		2D Artist
Jason Wallis	Electric Theatre Collective	Colorist
Kaitlyn Battistelli	Electric Theatre Collective	Color Assistant
James Drew		Executive Producer
Scott Boyajan	Electric Theatre Collective	Producer
John Bolen	Formosa	Mixer
Lauren Cascio		Executive Producer/Recording & Sound Design
Jonathan Sanford		Executive Producer
Per Hallberg	Formosa	Composer
Thomas Davis		Creative Lead
Quentin Gauvrit		Head of UX
Camille Theveniau		UX Designer
Mariusz Kucharczyk		Art Director
Anton Skvortsov		UI Designer
Julian Faas		Motion Designer
Zbigniew Czarnecki		Tech Lead
Sergey Bolshov		Lead Frontend Developer
Michal Kleszcz		Frontend Developer
Filip Przydryga		Frontend Developer
Andrzej Aleksiejuk		Frontend developer
Martin Kmieciak		Frontend Developer
Michal Obielecki		Frontend Developer
Piotr Rogulski		Backend Developer
Artiom Vassiljev		System Administrator
Dominic Berzins		Head of QA
Eve Acton		QA Tester
Tom Watson		QA Tester
Adam Mingay		QA Tester
Rich Rowe		Executive Producer
Nina Marien		Interactive Producer
Fabien Terrasse		Interactive Producer
Fabien Terrasse		Interactive Producer
	180LA
	Friend London
	Cut+Run
	Electric Theatre Collective
	Formosa
	Human
	Unit 9

The Campaign

Great Britain is the top international travel destination for Americans. Yet most only visit London. So, to pique their curiosity to go beyond London and see the unexpected variety of all Britain has to offer, we created 5 separate films, in 5 unique British destinations, hosted by 5 quirky locals, each of whom proudly claimed that their corner of the country was the only place you really needed to visit. Utilizing the trademark British wit that Americans love so much, we created a tongue-in-cheek tone that was competitive, yet welcoming. Users could navigate throughout each of the destinations in Britain, controlling their journey in a manner that had never been done before. So they could explore as they liked, spending more or time in the destinations they liked most. While the destinations were highlighted, the hosts proved that it's the warmth and charm of Britons themselves that make Britain great.

Creative Execution

In order to showcase the unique differences and diversity throughout, we created a bespoke platform for mobile and desktop. Utilizing the mobile device's gyroscope, users could seamlessly jump from one film to the next by simply turning their phone in any direction. North took them to the Scottish Highlands. Turning east took them to Manchester and Wales, south down to Cornwall, all the way around back to London. On laptops, users could utilize the arrow keys to quickly jump from one destination to the next. Each cut showcased the nearly identical matching framing and dialogue that was represented the local lingo and dialects unique to each corner of the country. At the conclusion of the experience, data was gathered in real time to show users which destinations they had spent the most time, along with recommendations on where to stay and what to do there. Clicking on any of the links took them directly to Expedia.com where booking a trip to Britain was only a click away.