2022 Winner

People are increasingly turning to online booking algorithms to plan their vacations. Working with Broken Heart Love Affair, Internova Travel Group created a campaign to highlight the fact that A.I. will neither provide a unique, personalized experience nor care if anything goes wrong. The creative’s muted colours and narration by a robot conveys an overtone of creepiness as it follows a human-looking robot, dressed in a suit, who makes its way slowly from a hotel room to the outdoor pool deck while speaking in monotone. “Data analysis indicates that you fit the profile of travellers who have been here, so this will be very special for you” because “We watch everything. We hear everything, we know everything about you and thousands of others exactly like you.” In addition, to launch the “Book Human” website that allows users to connect with an Internova human travel agent, personalized ads revealed how algorithms use data to manipulate travellers. The campaign resulted in a 10.92% ad recall – double the industry norm.

Credits

Agency: Broken Heart Love Affair
Partner(s), Chief Creative Officer(s): Carlos Moreno, Denise Rossetto, Todd Mackie
Partner, Chief Strategy Officer: Jay Chaney
Partner, Chief Business Officer: Beverley Hammond
Creative Director(s): Jordan Hamer, Spencer Ryan
Copywriter: Jordan Hamer
Art Director: Spencer Ryan
Designer: Rasna Jaswal
Agency Producer: Erica Metcalfe
VP, Client Success: Cass Farry
Account Director: Naomi Olsen

Production Company: Frank Content
Director: Rodrigo Garcia Saiz
Executive Producer: Danielle Kappy
Producer: Keren Kilcoyne
Director of Photography: Rory O'Grady

Post Producer: Nathan Dharamshi
Service Production Company - South Africa: Gatehouse
Executive Producer: Beverley Wynn
Bidding Producer: Karin Tanchel

Edit House: Black Ginger
Editor: Jaco Rossouw

VFX: Black Ginger
Online: Eddie Addinall

Audio House: OSO
Audio Engineer, Creative Director: Daenen Bramberger