You do you

Director: -

Producer: Craft Worldwide

Producer Company: -

Agency: McCann Worldgroup

Client: Iberostar Beachfront Resorts

Country: Spain

Synopsis

“YOU DO YOU” is not just a sustainability campaign. It is a campaign that encourages people to do their own thing and fully enjoy their vacation while Iberostar Beachfront Resorts takes care of everything else (making their entire stay sustainable). To reflect the true sense of enjoyment guests feel when staying in our resorts, the campaign features REAL guests enjoying their REAL vacations. A shooting with no script and with candid, stolen images, that created a rich multi-execution campaign.

Objectives

The campaign aimed to boost brand awareness by positioning Iberostar as a sustainable beachfront resort where guests can fully enjoy vacations worry-free (because in a category where enjoyment and sustainability play at different levels, Iberostar uniquely combines them, integrating this DUALITY into everything they do). At the same time, this global campaign should serve the objective of moving consideration metrics and driving conversion/sales.