I created the most authentic travel campaign ever. Fact.

Working for Lufthansa, the brief was simple: inspire UK millennials to travel outside of Europe. I knew that for millennials, authenticity is everything. And yet, I also knew, they don’t trust brands and increasingly they don’t even trust influencers.

My answer was to create the most authentic travel campaign. Ever. I sent travel influencer and YouTuber, Saunders Says, around Japan to create a film about his travel experiences. But there was a twist. He was wearing a device that measured his brain activity. Every step of the way.

The campaign was supported by a website that gave people the chance to have their brains analysed to discover which destination most appealed to their brain. As Saunders himself said “Is that not the future of travel documenting?”