Depending on your frame of mind – business or holiday – these ads will look different upon first glance. In the mood for a vacation and the illustrations resemble holiday destinations. Thinking about work – and they look like old fashioned graphs. We toyed with peoples’ imaginations to get them thinking about booking a holiday, even though they were just back at work.

These simple illustrations were designed to resemble both vacation destinations and traditional pie graphs that were both intriguing and easy to understand. We kept the designs clean and simple, to stand out in the cluttered newspaper environment. It is difficult enough getting people to think about a holiday in January, we didn’t want to have to compete in the media space.

As The Times is a national South African paper - Johannesburg, Cape Town and Durban – we reached an estimated 330,000 readers through our three placements. The campaign brought Flight Centre to the forefront of potential consumers’ minds at a time that they would never have been thinking about a vacation.