Here’s some fun new work from Wieden+Kennedy Portland and director Kim Gehrig for Expedia, helping to launch the “One Key” travel rewards program—including a hero spot filmed from the point of view of luggage, without showing a single person’s face.
There’s a surprising amount of feeling in these inanimate objects, as they get pushed, pulled, bumped and squeezed through their journey—revealing a fair bit about their owners along the way. Gehrig’s directorial skill is on display throughout, aided by cinematographer Emmanuel Lubezki.
The music ramps up the tension, too—it’s the “Fratelli Chase” track from The Goonies—lending a pleasantly cartoony feel to the spot, and frankly just making you want to take a trip.
Four 15-second spots are launching, too, and have their own charms. One features a woman traveling for work, and later, much to her relief, for pleasure. The other features a young aunt whose trip to visit the new baby doesn’t quite go as planned—but there’s a silver lining there, too.
Two other spots are forthcoming.
One Key allows travelers to earn and use rewards across three core brands: Expedia, Hotels.com, and Vrbo. The campaign includes digital and OOH imagery. See a few examples below.