2025
Spain
Client: Iberostar Beachfront Resorts
Produced by: Craft Worldwide
Agency: McCann Worldgroup
Category: Tourism Services
Entry Type: Video Ad / TV Commercial
“YOU DO YOU” is not just a sustainability campaign. It is a campaign that encourages people to do their own thing and fully enjoy their vacation while Iberostar Beachfront Resorts takes care of everything else (making their entire stay sustainable). To reflect the true sense of enjoyment guests feel when staying in our resorts, the campaign features REAL guests enjoying their REAL vacations. A shooting with no script and with candid, stolen images, that created a rich multi-execution campaign.
The campaign aimed to boost brand awareness by positioning Iberostar as a sustainable beachfront resort where guests can fully enjoy vacations worry-free (because in a category where enjoyment and sustainability play at different levels, Iberostar uniquely combines them, integrating this DUALITY into everything they do). At the same time, this global campaign should serve the objective of moving consideration metrics and driving conversion/sales.
Our primary target was families aged 34-45 y.o with young children and our secondary target was middle-aged and senior couples. Their attitude was the key to unlocking the campaign: Iberostar, the beachfront resorts’ chain leader in sustainability, wanted to convey its sustainability commitment… But in a world living in apocalypse fatigue, our target, when planning their vacations, had a different priority: enjoyment. How do we convey sustainability while maintaining a focus on enjoyment?