Campaign objective: Kulula Travel, South Africa's go-to no-frills airline known for its fun and quirky personality, is launching exciting new holiday packages. The goal? Spread the word in a way that captures the brand’s playful spirit and gets people excited about their next getaway. 

 

Insight: People often ignore how desperately they need a holiday - until the stress shows. A little humour is the perfect push to make them realise it’s time to book a break.

 

Creative Concept: Billboards across the country showcased comical, exaggerated depictions of people desperately in need of a holiday. These tongue-in-cheek visuals grabbed attention and reminded everyone that Kulula.com’s holiday packages are the perfect solution for escaping the chaos of everyday life.