The Brief

Secure Sentinel is an emergency service that protects overseas travellers’ belongings. If their cards, passport, luggage and phone are lost or stolen, all members need to do is make one simple phone call. Secure Sentinel will then take care of replacing the items quickly, allowing unlucky travellers to get on with their holidays. We were tasked with selling memberships to ANZ credit card holders with a propensity to travel.

Creative Execution

It’d be a very different sort of holiday if recipients had all of their belongings stolen overseas. A subverted tourist map was a simple, humorous way to show exactly why our target should consider joining Secure Sentinel.

Describe the creative solution to the brief/objective.

Travelling overseas is all about enjoying exotic destinations. Seeing the sights. But if your credit cards, passport, luggage and phone are stolen, it’d be a very different trip. To highlight the dire straits travellers could find themselves in if they’re not Secure Sentinel members, credit card owners were sent a travel map with a difference: ‘The Recently Robbed Tourist’s Guide’. Instead of fabulous sights to see and swish hotels to check in to, the map pointed them towards public fountains to bathe in, park benches to sleep on, laundromats where they could ‘borrow’ clothes, etc.

Results

The piece has recently lodged. Results are pending.