Emirates — Detourist

In this brand work for Emirates, we coined a new term and travel philosophy called – The Detourist. Combining the word ‘detour’ and ‘tourist’ we inspired our audience through an OOH and online campaign that took people to iconic cities around the world, before shaking things up to take an unconventional route. We used beautiful imagery and immersive copy that took over billboards and train stations, taking people on a detour as they went about their daily commute. Not only did the philosophy inspire our audience to take the road less travelled, but also to fly Emirates, with their service offerings that go beyond any ordinary airline. Creatives: Gotham Pillai, Filipe Oliveira | CD: Dave Varney