Brittany Ferries creates ripples with 'Wake' campaign

McCann Bristol's latest campaign for Brittany Ferries is making waves targeting "modern explorers" seeking fresh and interesting travel. 

The latest ‘Wake’ campaign creates ripples with words to differentiate the brand through its unique approach to print advertising. 

Building on the brand’s ‘Uncommon Holidays’ creative platform launched earlier this year, ‘Wake’ positions Brittany Ferries as more than just a mode of transport - establishing it as a distinctive holiday provider in its own right. The campaign’s unique typography transforms written lines into a rippling ‘sea’, creating a wake behind a ferry and hinting at the diverse experiences available on a Brittany Ferries Holiday to France and Spain. 

In this elegant print campaign, McCann’s deliberate use of longer copy invites readers to uncover hidden gems within the advert, mirroring the discoveries awaiting explores on a Brittany Ferries Holiday. 

Zane Radcliffe, ECD at McCann Bristol, explains: “In a creative industry often focused on AI, the ‘Wake’ campaign is a refreshing reminder of the power of human creativity to deeply resonate with audiences. Copywriting, art direction and typography combine perfectly, inviting readers to bob along on a sea of quirky holiday insights.”

Launching in The Guardian and The Observer, the campaign features multiple destinations and will run throughout the summer.

"The ’Wake’ campaign perfectly captures the spirit of Brittany Ferries," says Andrea Smith, Head of Acquisition Marketing at Brittany Ferries. "It reinforces our commitment to providing travellers with uncommon holiday experiences that stand apart from standard air travel options. We offer the freedom to explore at your own pace, with your own vehicle, creating memories that last a lifetime."

Recent News

1367131 Podcast assets website large 1920x1080 Ep18

Podcast - Escape mode: how brands can tap into the $9.7 trillion escape economy

For the latest episode of The Brief, we dive into ‘The Truth About Escapism’, a fascinating study from McCann Truth Central. Guests Jess Francis, Research Director at Truth Central, and Joe Stevens, Managing Partner of Strategy at McCann, discuss the what, why, and the opportunities of escapism with Ellis Bird.

Read more about this article
Adobe Express file 13

Adolescence - sparking debate and breaking records

By Aled Schell, Business Director, McCann Bristol UM and Dan Poulter Williams, Media Director, McCann Bristol UM

 

Unless you’ve been living under a rock for the past few weeks, you’ll be familiar with Adolescence. The four-part Netflix show about the dangers of online culture on youth has sparked national debate; from Education Secretary Bridget Phillipson pushing for a smartphone ban in schools, and even Keir Starmer discussing it at Prime Minister’s Questions.
 

Read more about this article
Adobe Express file 15

Wellbeing at work: sweat the small stuff

By Chloe Foy, McCann Synergy, Senior Consultant

How are you feeling today?

Or, to dive a bit deeper, how satisfied are you with your life these days? 
This thought-provoking question is at the heart of Gallup's newly released World Happiness Report, and it’s no ordinary query. Created back in 2009, it was described by Belgian Economist and Oxford Professor Jan Emmanuel De Neve as a game-changer—transforming the way we approach Economics itself.
 

Read more about this article

SIGN UP TO THE BRISTOL BEAT FOR NEWS, INSIGHTS AND INSPO