We've all felt that sense of unbridled joy and freedom on holiday and revelled in the escape from soul-crushing reality. And thinking about it now, when most have just returned from their summer break is particularly painful. Well, here's something to rub your nose in it, because Thomas Cook is focusing on that feeling for a big campaign that was shot by The Sweet Shop's Mark Albiston and features a shark boy who dances like nobody's watching.
Created by its new agency Albion, the pan European campaign is running in 14 markets and aims to demonstrate the emotional benefits of a holiday—and particularly a package holiday.
"Getting the casting right was always going to be the key to this campaign, and the team at Albion were brilliantly supportive, and not a little brave, in letting us use the casting process to shape the final films," says Albiston. "Our amazing young lead made us laugh the moment we put the music on… there was no need for choreography, we simply picked his best moves from the first audition and put a routine together."
Client: Thomas Cook
ECD: Adam Lawrenson
Creative Director: Debs Gerrard
Creative: Hugo Isaacs
Head of Film: Petrina Kilby
Production Company: The Sweet Shop
Executive Producer: Spencer Dodd
Producer: Kate Taylor
Production Manager: Natalie Isaac
DoP: Justin Brown
Production Designer: Birgit Kniep-Gentis
Costume Designer: Katie Ruth
Edit House: tenthree
Editor: Billy Mead
Sound Design: Sam Ashwell
Post Production: The Mill