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The strategy in a sentence:
Communicate the best part of travelling as the serendipitous, unplanned moments, the "De-Tours".
We pitched for Contiki account to produce a piece of social content. We ended up re-thinking the entire Contiki brand. It might have been a touch overkill (we didn't win the business) but it wasn't for nothing as this project was a trial by fire in brand strategy.
On this piece of work, I had the pleasure to work with my strategist-in-crime Vince Usher and two talented creatives: Craig Merrett and Zac Goldberg.
It's a bit of a read, but this is some of my proudest work.
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