The billboard next door became loveholidays’ invitation to book a trip

An insurance mascot taking a swim became an unlikely holiday recommendation. Beside the existing ad, loveholidays added its own instruction. “Be like this guy. But with a swimsuit on.”

The pairing belonged to “loveholidays Is All Around,” an outdoor campaign created by ARK Agency and launched in the UK in March 2026. Across London and Liverpool, the online travel agent placed its billboards alongside other brands’ campaigns, responding to the scenes already on display.

Each neighbouring poster supplied something that could suggest a holiday. loveholidays added the line that made the connection explicit, along with details that brought the idea closer to a booking.

Each neighbouring ad supplied a different holiday prompt

The campaign adapted its message to what appeared next door. A Scandinavian car brand’s lakeside setting prompted the question, “What’s Swedish for holiday?” The scenery became a reason to think about a trip.

Another execution responded to an adventure vehicle pictured among snow-capped mountains. The loveholidays message reframed that landscape as somewhere a holidaymaker could go.

A connectivity brand’s promise of high-speed internet from space supplied a different opportunity. loveholidays suggested using that connection to ignore messages from a holiday destination.

The responses drew on both the setting and the promise of the neighbouring creative. A scenic backdrop became a destination, while a message about staying connected became a joke about switching off.

Placement made two separate ads read together

The media arrangement was central to the idea. loveholidays positioned its creative to align with an existing poster, making the two placements work as a combined message.

That meant the outdoor site helped determine the copy. The same line would lose its reference beside a different image, so each execution needed a particular neighbour.

The approach gave loveholidays access to holiday associations already present in the street. Car, insurance and connectivity advertising all supplied material for travel messages, even though the original ads were selling different products.

AI helped the campaign respond to its surroundings

Common People Studio and Future Creative Studio worked on the production and creative technology behind the campaign.

The team used AI to identify and respond to existing outdoor placements, helping the work adapt to the advertising around it. That supported a faster, more flexible rollout of the paired executions.

For the audience, the mechanism remained straightforward. One image caught their attention, and the loveholidays message beside it offered another way to read the scene.

Booking details gave the punchlines a destination

The creative included rounded, pill-shaped holiday callouts that echoed the loveholidays booking interface. These details connected the humour to the destination and style of trip suggested by the neighbouring ad.

The campaign’s title described the observation behind the work. Holiday inspiration was already appearing in other brands’ advertising. loveholidays used carefully chosen placements to attach its name, a booking prompt and a punchline to those moments.

Credits

Brand: loveholidays. Campaign: loveholidays Is All Around. Creative Agency: ARK Agency. Chief Marketing Officer: Al Murray. Brand Director: Jacqui Grimsey-Jones. Production Partner: Hannah Needham. Creative Partners: Edward Usher and Xander Hart. Creatives: Charlotte Scobie and Tilly Scobie. Designer: Will Hasleham. Production: Common People Studio. Creative Technology: Future Creative Studio. Media partners: Medialab and Billups. Locations: London and Liverpool, UK. Launch: March 2026.