Project Brief

Product Cable Beach Club Resort

Rationale

This campaign plays with the cultural language of proposing to position Cable Beach Club as a destination worth committing to. Instead of selling another picturesque luxury resort, each execution uses universally recognisable symbols of proposals and gives them a holiday twist. From a pool float used as an engagement ring, to ‘Propose a holiday’ written in the sand and ‘Before you say I do’ built from beach umbrellas, the campaign creates a visual connection between the next stages in young couples lives and committing to a holiday. The playful art direction keeps Cable Beach at the centre of each execution while giving the saying ‘I do’ an unexpected meaning, before making one of life’s biggest commitments, make an easier one: say yes to Cable Beach.

My creative process began by mind mapping ‘relax in luxury,’ leading to sun, cocktails, poolside, couples massages, sand, sleeping, matching outfits, wine tours, cabanas. This helped me build a mood board for the art direction before I started thinking about the tagline, so I had a strong sense of what luxury looked like for this audience. From there, I brainstormed taglines and big ideas, coming up with a few phrases like ‘Together in paradise,’ ‘Fall in love all over again,’ ‘Romance uninterrupted,’ and ‘Just the two of us.’ A few of these lines felt older and more mature which led me to thinking about the couples I know and what stages of their relationships they’re at, most of them are preparing to buy houses or are waiting to get engaged, this sparked the idea for ‘Before you say I do, say yes,’ which felt more appropriate for the Target audience, I also liked this wording because it captured two kinds of yes. Once I had the tagline, I started drawing some scamps to see how the idea could be translated visually, I played around with different ways to combine the world of proposals with Cable Beach, from rings and proposal messages to beach umbrellas and writing in the sand. Some ideas were more literal than others, the scamping process narrowed the strongest concepts down and I continued to developed the ideas further, making sure each execution was cohesive, while still communicating the big idea: Before you say I do, say yes.