Responses by Sarah Rosier, director of passenger sales, P&O Ferries, Dave Monk, executive creative director and Steve Paskin, creative director, Publicis•Poke
Background: P&O Ferries launched a campaign tapping into the ongoing conversations around Brexit with a series of ads that will run in full page national press, high impact OOH and social until January 31st, when the United Kingdom is scheduled to leave the European Union. Created by Publicis•Poke, the ads aims to approach the subject head-on by reminding consumers that, despite the politically charged atmosphere, for ferry travel, it is business as usual. After all, P&O Ferries has been connecting the UK to EU for over 180 years. The ads aim to instill confidence that no matter what is happening in the world, P&O Ferries will be making those crossings.
Reasoning: As a heritage brand that operates in the travel sector, P&O Ferries has been connecting customers’ journeys by sea for over 180 years. It’s just business as usual to sail in and out of the EU daily. We wanted to let customers know that however the current situation resolves, P&O Ferries is well prepared and committed to transporting people, as well as cargo, to where they need to be. The world’s a pretty noisy place at the moment. Sometimes, it’s best to strip things back. Keep it simple. This timely yet timeless ad campaign offers up a little touch of charm and calm in amongst a backdrop of that din.
Challenges: Having to use stock photography. Favorite details: The simplicity of the headlines and art direction.
Visual influences: We looked at some world-class photography of the ocean and treated the stock shots to make them look not like stock shots.
Anything new: We learned how much people still like press ads with a clear single-minded message.