In order for their content to cut through the crowd we agreed that the approach must be rooted in positivity and authentic emotion. Not “Without MTC you can’t...” but instead “With MTC you can…”. It had to empathise with the audience. The thrill of adventure, the freedom to travel regardless of any physical impediments, the escape from stress and complication.

With this clear intention in mind we proposed several solid concepts that could be developed. Each of which targeted the motivations of the customer in different ways yet remained grounded in this sense of authenticity. Ultimately, the concept that resonated with all of us the most was one that centred around a question we have all been asked by a barber or hairdresser at least once - “Been anywhere nice this year?” 

Combining this scenario with aspirational travel imagery elevated the idea beyond the common mechanic of a character awkwardly shoehorning advertising copy into a normal conversation. It added excitement and reinforced the tone of positivity and hope. Choosing to have the travel footage seen from the characters first person perspective places the viewer right inside the action.