lastminute - pink-less.com

Create communications in any media or format that boosts awareness of the lastminute.com brand – turn the world pink!


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The Idea

Turn the world pink? If lastminute.com wants to turn the world pink it is surely worth considering if the entire world is worth turning pink? What about impolite waiters? Thoughtless gifts? Hotels next to building sites? Some things just aren’t that great and would definitely not be up to lastminute.com standards. Perhaps what is more appropriate is to turn the lastminute.com world pink; and everything else? Well that’s Pinkless.

By creating the antithesis of lastminute.com, a pinkless brand offering mundane, tacky and crap alternatives to lastminute.com, all that lastminute.com stands for becomes pink. Pink-less.com is where we would be without lastminute.com. A world without magenta, where 1* holidays come at 3* prices, nothing is convenient and time is wasted.

The Execution

As lastminute.com are an online brand they’re adversary also needed to be highly visible online in order attract a similar audience and to easily channel traffic to the lastminute.com site. To catch a wider audience DM and a broadsheet insert encourage traffic to both lastminute.com and Pink-less.com.

Visually the Pink-less.com brand needed to look badly designed, cheaply put together and importantly pinkless. This has meant that the copy has had to work extra hard to engage the viewer in a site they would not normally pay attention to. Tone of voice was therefore of utmost importance. It had to reflect lastminute.com’s own cheeky and friendly approach whilst creating a unique tone for Pink-less.com to over sell their poor alternatives. As a visual alternative wherever lastminute.com is referenced within the campaign it is shown well designed and without fuss.

lastminute.com, describe themselves as bold and daring and this campaign shows them as just that. The campaign is a cheeky approach which lastminute.com have already shown they can get away with, with their own site content. The campaign could be easily translated for a global audience. The insert could be used in any broadsheet, the post card too is easily translated and lastminute.com already translate their own site globally and Pinkless.com could easily follow suit.

This campaign was nominated for 'student of the year' at the the DADI Awards '08.