Three × easyJet
Turn Oxford Street into take-off
Role: Creative Direction · Art Direction · Concept Development · Experience Strategy · Experience Design · AI Creative Direction (Assisted by Giles)
CREATED AT: Brand & Deliver
What if the feeling of going on holiday could start on Oxford Street?
Created for Three × easyJet, the idea turned Three's flagship store into the beginning of a Mediterranean escape.
The experience borrowed familiar moments from air travel, starting with a boarding pass and building towards a sensory VR flight. Visitors didn't know where they were heading until they arrived, with the chance to win the real easyJet trip at the end.
Deliverables:
Partnership Campaign · Experiential Activation · OOH · Social & Creator Content · Digital Experience · CRM · Motion · Customer Journey
01 · The Invitation
The campaign started outside the store, using OOH, social and creator content to invite people to Oxford Street for the chance to win an easyJet escape.
02 · Departure Inspiration
Creator content caught people while they were already scrolling, dropping the possibility of a Mediterranean escape into an otherwise fairly ordinary commute.
03 · A Taste of Departure
The holiday began before visitors reached the store.
Street teams handed out warm pretzels, hand warmers, destination-inspired giveaways and boarding passes, creating small sensory cues that hinted at the escape waiting inside.
04 · Boarding Begins
Inside, the store started to behave a little more like an airport.
A destination generator decided where each visitor was heading. They received a personalised boarding pass, waited for their departure buzzer and could grab a Mediterranean-inspired mocktail before boarding.
Lighting became warmer around the departure area, destination screens filled the space with sunshine and the seating took its cues from an airport lounge.
Then their flight was called.
05 · Take-Off
The VR pods used more than a headset to make the destination convincing.
Movement and spatial audio were joined by sea spray, saltwater mist and the familiar smell of suncream. A few minutes earlier they were on Oxford Street. Now, hopefully, their brain was telling them otherwise.
06 · Captured Memories
Cameras inside the pods captured visitors' real reactions as they experienced their destination.
Those moments became social content without asking people to stop what they were doing and create something for us. They were already giving us the interesting bit.
Captured with participant consent.
07 · The Journey Continues
Leaving the store wasn't quite the end of it.
Visitors received personalised follow-up content based on the destination they'd experienced, with relevant easyJet travel inspiration and Three's Go Roam benefits giving them somewhere to go if the virtual holiday had done its job.
Design In Detail
The experience didn’t stop at the space itself. Leaflets took their cues from boarding passes, giveaways were designed for the journey, and destination-inspired drinks added another little taste of holiday mode.
