Forget Perfect. Adventure is Unfiltered.

G Adventures is a small group adventure travel company that wanted to speak to younger audiences. Namely, travellers who like to share adventures on their Instagram feeds, but feel frustrated at the lack of authenticity within the travel industry.

Adventure is Unfiltered was born out of a need to be a bit more real about what can happen while travelling: mess-ups, break-ups, tears, fights, injuries — the list goes on. But, behind that, there's a greater message about how the best memories are often the messiest, unplanned ones. The ones where you forget the camera even exists.

Also, I did my own VO. Cool, huh?

Campaign and Social Contest

The first part of the campaign asked G Adventures employees to submit their less-than-perfect photos and videos, many of which were used in the video above.

Then, travellers got to submit their own #AdventureUnfiltered photos. This user-generated content was re-shared throughout social media, bringing even more attention to G Adventures' message.

#AdventureUnfiltered saw more than 82,000 unique page visits, with a total of 244,736 page visits for all time. This was driven by about 11.4 million online ad impressions during the campaign period, with a total of 27,000 contest entries (and lead gens).

Client: G Adventures (in-house)

Art Director: Kiros Chu

Director & Editor: Kirk Holmes

Producer: Kyle Jordan

Web Designer: Pin Liu

Awards:
Digital Marketing Campaign of the Year (Silver Standard) — 2018 Travel Marketing Awards
Global Brand Marketing — 2018 Travel Weekly Magellan Awards