EasyJet campaign puts Mona Lisa on a plane to Athens

David Murphy

Airline and holiday firm, EasyJet, has launched an integrated, pan-European campaign and brand platform to showcase its new brand platform, ‘Get Out There’. The platform encapsulates the emotion of travel while embodying the brand's challenger spirit. 

The campaign, created by VCCP London, is running for eight weeks  across TV, BVOD, online, DOOH, display and social across EasyJet’s key markets: the UK, Italy, France, Switzerland, Germany, the Netherlands and Portugal. 

In the campaign, crowd-drawing objects of tourism become the tourists themselves, breaking free from their frames and plinths to experience the joys of travel for themselves. Mona Lisa, Girl with the Pearl Earring, David, The Thinker and even a couple of cherubs learn what it's like to fully immerse themselves in the unbounded joy of travel. 

Rather than create the characters in digital form, EasyJet and VCCP London opted to cast across Europe to find real people to capture the humanity and spirit of these historic icons experiencing travel for the first time. 

Their story unfolds in a 30-second film directed by Patrick Daughters. The spot opens in Paris’s most famous gallery, Le Louvre, with the shocking scene of Mona Lisa having left her frame. It cuts to show Mona Lisa, passport in hand, escaping her everyday and checking in for an EasyJet flight with a boarding pass, destination Athens. Over the next few scenes, other familiar faces are seen, unexpectedly experiencing the best that Europe has to offer, from sunbathing on the beach to taking a road trip up the coast. A sentiment that is also captured in impactful stills that support the campaign and which will run across owned channels.

Social sits at the heart of the campaign, with bespoke content featuring the ‘Get Out There’ characters. Running across paid and organic, each piece of content adheres to platform best-practice for both Meta and TikTok providing an authentic approach to amplifying the campaign through social channels.

“We are so excited about our new brand platform,” said Gabriella Neudecker, Customer and Marketing Director at EasyJet. “With this campaign, we have redefined the role of advertising at EasyJet and taken it back to fundamental marketing principles. We know travel is a category where distinctiveness is a challenge, and we think this work makes easyJet more emotional and memorable than we've ever been before.”