LONDON, UNITED KINGDOM — What happens when your suitcase has more personality than your co-traveller? TUI and Leo Burnett UK are betting big on charm, wit, and a whole lot of puppetry magic in their latest campaign, Packed Differently, a delightful reimagining of the classic package holiday that’s anything but ordinary.
Front and center is the return of TUI’s lovable brand mascot, Happy Bag joined by a lively ensemble of fellow travel-ready characters with just as much sass and swagger. Together, they bring to life the many ways a TUI holiday is… well, packed a little differently.
Spanning TV, social, OOH, digital, and radio, the campaign makes a spirited pitch to holidaymakers at heart – those who know that planning less and enjoying more is the ultimate travel hack. Shot on location at TUI’s stunning Sensatori Coral Sea resort in Sharm El Sheikh, Egypt, the films feel like a postcard from paradise with a twist.
Across social, a range of content on Meta and TikTok will showcase ‘Happy Bag’ as the ultimate travel influencer.
The campaign was a cross-agency collaboration with creative duties handled by Leo Burnett UK, media handled by Essence Media Com, Production by Unit 9 and Post House by Harbor.
Mark Elwood, Chief Creative Officer, Leo Burnett UK, said “TUI’s lovable brand mascot ‘Happy Bag’ and his new mates highlight everything we love about TUI holidays—from luxury perks to family fun—making each trip unforgettable.”
Sara Ali, TUI UK and Ireland’s Director of Brand and Content, added “Happy Bag was a hit when we first introduced him last year and the added animation, we’ve injected in the latest work adds more life and humour to land key messages in a resonant and memorable way. Our bags bring to life some of the many reasons to book a TUI package holiday, from our unique concept hotels – for adults only and for families, generous luggage allowance and certified kids clubs. And as well as a reminding people why a TUI package is a smart holiday choice, we hope our talking luggage family will spread some smiles too.”
CREDITS
Campaign Title: ‘Packed Differently’
Client: TUI UK
Advertising Agency: Leo Burnett
CCO: Mark Elwood
Creative Director: Mark Franklin
Senior Creative: Laila Milborrow & Dave Parker
Content Creative Lead: Lucie Torcikova
Senior Content Creative: Jack Hyslop
Chief Production Officer: Emily Marr
Producer: Kate Reynolds
Content Producer: Kinga Wojciechowska
Business Lead: Ruth Stasiak
Senior Account Director: Rob Ellen
Account Manager: Leo Hollond
Account Executive: Ruben Forde
Project Manager: Charlotte Ager
Senior Planner: Beth Mackenzie
Media Buying Agency: Essence MediaCom
Media Planner: Milly Sacks
Media Planner: Florence Bignell
Production Company: Unit9
Director: Simon Neal
EP/ Managing Partner: Adam Dolman
Director Of Photography: David Bird
Production Company Producer: Kirsty Lane
Production Manager: Daisy Heathwood
Local Production Company: ASAP Productions
Local Production EP: Amin El Masri
Local Production Producer: Amira Ismail
Model Makers: Arch Model Studio
Senior Model Maker: Andy Gent
Model Maker: Sofia Serrano
Puppeteer: Olly Taylor
Editor: Louis Fonseca
Edit House: Unit9
Audio Post-production Company: 750PMH
Sound Design & Mix: Jake Ashwell
Audio Producer: Carla Thomas
Post-production Company: Harbor
Creative Director: Fergal Hendrick
VFX Lead: Joe Tang
VFX: Ahmed El Azma, Jack Sheldrake
VFX Shoot Supervisor: Tito Fernandes
Colourist: Toby Tomkins |
Post Production Producer: Abi Klimaszewska
TUI
Brand Marketing Manager: Alexandra Reed
Brand Marketing Manager: Matthew Ireland
Senior Brand Marketing Manager: Corinne Carter
Director Of Brand & Content: Sara Ali
Senior Social Media Manager: Karen Carter
Social Media Executive: Saskia Cooper
