Insight: There are two types of people in the world: Travellers and Tourists. Travelers hate being mistaken for tourists, but true tourists are proud of their name.

Idea: This campaign aims to show both travel mentalities in a positive light, while encouraging some friendly rivalry.

Two integrated campaigns for Easyjet; one for travellers, and one for tourists. These campaigns only work side by side, showing that while you might pick a side, there’s room for all of us in the world.

On board, passengers will be able to pick from two menus, the tourist menu or the traveler menu. The tourist menu consists of food like club sandwiches while the Traveler menu is secret, and consist of an exotic dish from the country you are traveling to. 
AD|CW_ Ana Karen Jiménez Barba
CD_ Michael Dunlap