Digital Campaign, Collaboration, Film Production
Leave Your Baggage Behind
Singaporeans love to travel, but they often associate vacations with stress: the planning, packing, airports,
and logistics. What should be a joyful experience becomes weighed down by literal and figurative “baggage”.
We identified that Singaporeans are increasingly seeking ways to maximise enjoyment while minimising hassle.
The ultimate luxury isn’t just about where you go, but what you don’t have to carry. We realised that a true escape means leaving responsibilities behind.
The primary campaign strategy was to reposition the local staycation as the ultimate hassle-free alternative to overseas travel, thereby driving a surge in domestic bookings.
We aimed to prove that Singaporeans could achieve a complete mental and physical break without the planning, packing, or travel logistics associated with international trips.
The creative idea was designed to dramatise the ease of a Baggage-Free Staycation by offering a tangible, visual metaphor for stress reduction. Our rationale was that simply talking about relaxation was not enough; we needed a provocative social experiment. We selected five unique influencers to represent our hyper-targeted audiences.
The challenge of checking in with no luggage and wearing only a robe was the creative mechanism chosen to visually prove that a Marriott Bonvoy hotel provides everything a guest needs for a perfect escape, thereby giving Singaporeans permission to shed their figurative “baggage” too.
