Client Partner: DFDS Seaways
Campaign: Real People, Genuine Experiences
DFDS Seaways is one of the world’s leading ferry operators. Their mini cruises and ferry crossings send holidaymakers to Amsterdam, Dunkirk, Calais and Dieppe
They launched the ‘Real People, Genuine Experiences’ communication concept in 2011. Armed with a camera, real holiday makers collect footage of their break and get to star in their own DFDS Seaways short film, hosted on dfds.co.uk and in DFDS’ quarterly ad campaigns. What better way to convince people they’ll enjoy a holiday than to show real people doing exactly that?
With so much going on on the continent and so many reasons to take a DFDS cruise, our client wanted to make four individual videos to showcase the full range, rather than cram all the sights into one clip.
In keeping with the Real People, Genuine Experiences concept the footage was all from people enjoying their DFDS breaks. Equipped with a camera and a thirst to explore, their footage is edited together to make an effective, fun film that doesn’t rely on lighting rigs and hired models.
We split our focus across the many routes DFDS offer. The videos range between DFDS eastern routes to the Netherlands, with the Amsterdam Zoo, Keukenhof gardens in Lisse and cycling holidays across the region all included. The western route to Dieppe got its own video too, featuring highlights from the route and destination itself.
Each movie involved the branded intro and outro, and the “Sale Away” music iconic to the DFDS brand.
The story of each trip is put together from footage of multiple families, couples and friends enjoying each particular attraction and route. This not only means a concentrated burst of best bits, but demonstrates the wide appeal for each route. There’s something for everybody no matter where you end up.
Naturally each trip appeals to a different traveller and it was important to tailor our choice of footage to suit. After all, a cookie cutter approach could not be less in keeping with Real People, Genuine Experiences.