Skift Originals

The best travel ad of 2012 is a few squiggly lines

Skift Take

In travel, print still works if it gets stuck in your head. This one surely does.

— Rafat Ali

It really is. Kielo Travel, the publisher of the websites Belgradian.com and Aviokarta.net, is a travel agency in Serbia, which recently won the top creative prize at Epica Golden Award in travel category for this year.

The two ads in the campaign, titled “Folder Pool”, show an office folder that in an office worker’s imagination becomes a swimming pool. The ads captured the moment when “imprisoned” with work we start yearning for a holiday.

Click on the ads below to get a bigger version:

 

Agency (city): New Moment New Ideas Company Y&R

Creative Director(s): Svetlana Copic

Copywriter(s): Slavisa Savic, Svetlana Copic

Art Director(s): Slavisa Savic

Photographer(s): Nemanja Spoljaric

Short explanation
“We wanted to capture the moment and emotion of being stuck at the office and craving for a break, when anything can trigger daydreaming about a holiday”

Description
“A travel agency specialized for short breaks, with easy to use on-line interface, suitable for busy, professional people who do not have much time to plan their holidays”

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