We built on the hugely successful TUI re-brand and brought to life its promise to ‘cross the ‘T’s, dot the ‘I’s and put ‘U’ in the middle’ with a focus on the ‘big feelings’ that are unleashed on holiday.

The simple narrative shows a mum and disconnected daughter gradually ‘reunite’ whilst on holiday.  At the outset the daughter is an archetypal grumpy teen, trailing reluctantly behind and not wanting to interact or hang out with her mum. As they spend more time together, the grumpiness gradually lifts, they grow closer, begin to have fun, enjoy each other’s company and finally re-connect.

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