We were asked to launch Booking.com in China with some very specific needs. Designed to be both aspirational and functional, Travel Boldly invites travelers to explore new and amazing possibilities with confidence, using Booking.com’s next-level choice of accommodations and service. It was essential that this campaign be genuine and relatable, reflective of the traits and behaviors of actual travelers. This informed every aspect of the campaign–from concept to stories and messaging, talents, wardrobe, performance, properties and locations.