Our brief was to launch the new summer season of holidays. The campaign theme was built around the offers which quite simply gave the customer something to ‘smile’ about.

Happy hammocks, a smiley country road, we even made George Washington smile as part of a foreign currency promotion.

It was a very simple idea that was infinite in its translation. We were able to deliver very clear messages such as £50 off, free insurance on British coach holidays, all in a creative and fun way - job done.