For many years the travel industry has been filled with companies shouting about price - including us.

All of the footage was drone shots and over-perfected shots of white sand beaches to entice people to travel.

We wanted to bring emotion back to the category and remind people why we travel. We wanted to remind them that the experiences we gain from travel will stay with us forever, and they’re much more important than the ‘stuff’ we buy.

But we also had important product messages to get across, that couldn’t get left behind.

So we created a poetic and intimate look at the world, with a simple and clear product message at its heart, to wake people up and show them something different than they were used to seeing from the travel industry - and remind them why travel is so important.

This is a film of glimpses of travel moments from all over the world, linked by a simple motif that runs through every scene - Lemons.

We use Lemons as a device to move through the world in charming and intimate travel moments that feel real and down to earth - the opposite of what the rest of the travel category shows.

While these moments of different travelers from all over the world happen, we hear a VO that is simple and poetic, juxtaposed with a clear product message.

In the US, Lemons saw a 9% relative lift in ad recall and a 6% relative lift in consideration. Beyond brand health, we saw this translate to business results too. Our work contributed to a 300% growth in new customers becoming members. In addition, it helped US membership enrolments increase by 70% for Expedia Rewards and daily active users on the Expedia app grow by 60%. 2022 was the most profitable year - up 20% compared with 2019 - the last baseline ‘pre-pandemic year’