Center Parcs: Say Yes to What Really Matters, 1

Credits & Description:

Center Parcs: Say Yes To What Really Matters
Client: Center Parcs
Agency: Ogilvy & Mather Amsterdam
Production Company: Pink Rabbit
Concept Creator: Martijn Van Marle, Peter Van Rij, Jacques Massardo, Michael Jansen
Art Director: Martijn Van Marle, Michael Jansen
Copywriter: Peter Van Rij, Jacques Massardo
Agency Producer: Kim Wolffensperger, Ratna Soetrisno
Director: Ismael Ten Heuvel
Producer: Mireille Lampe, Monique Van Beckhoven
Camera: Myrthe Mosterman
Post Production: Captcha!
Editor: Mrtn
Sound Studio: Lab3
Project Lead Client Side: Andres Neira De Back, Dianne Sliphorst, Judith Franse
Strategist: Marc Pieterse
Media Agency: Mindshare, Metapeople
BRIEF
Center Parcs brings families together by offering unique holiday experiences. They are very much aware of how important it is for families to spend time together in fun and play. With an emotional campaign, Center Parcs appeals to parents to pause and consider what really matters: time spent together as a family.
IDEA
On average, we say no 27 times to our children every day. Often we say it before even listening to the question or thinking about it. Why are we so good at saying no to our kids when we’re normally so quick to say yes to others? Yes to our boss, yes to a needy neighbour, even yes to the Shopping Channel. We’re so busy with managing all the minor aspects of family life, that we often forget about the bigger things.
In this new brand campaign, Center Parcs suggests that we should save a few of those yesses for what really matters: connecting as a family.
The campaign launches with two films: ‘Mom’ and ‘Dad’ in which this cultural tension is highlighted. The films are supported by an internal communications programme and a consumer facing integrated campaign on television, online media, social media and Center Parcs owned channels.