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Reimagining the essence of vacations, Club Med is embarking on a new journey with their latest advertising initiative: “That’s l’Esprit Libre.” This bold move follows a comprehensive brand revamp from earlier in March. By September 2023, this rejuvenated identity will echo across screens worldwide, thanks to the craftsmanship of the ad agency 180 Amsterdam.

More than a mere promotion, “That’s l’Esprit Libre” is a clarion call for indulgence in life’s simplest pleasures. It’s not just about taking a break; it’s about rediscovering joy, which is so profoundly woven into Club Med’s DNA. The campaign’s aesthetics are cleverly crafted, merging humour with familiar holiday stereotypes. Yet, it is rooted in present-day travel sensibilities—emphasizing wellness, responsible tourism, and genuine, uncomplicated interactions.

Quentin Briard, who spearheads Marketing, Digital, and Technologies at Club Med, commented on the campaign’s aspirations: “Our revamped creative direction heralds a fresh era for Club Med that resonates with our premium lifestyle ethos.”

At the heart of “That’s l’Esprit Libre” lies the quintessence of vacations: those precious moments of absolute relaxation when one disconnects from daily rigours, finding solace in the present. It’s about the euphoria of the fleeting, the mundane made special.

Jules Renault, Director of Soldats Agency, added a dash of insight into the campaign’s tone. “This isn’t your run-of-the-mill commercial. It’s a celebration—a lively, playful fiesta. There’s a distinct sense of irony and flair in the narration, almost nudging those yet to embark on a vacation.”

Club Med’s ambitions for this campaign aren’t confined to just one medium or country. France will witness a multi-faceted media onslaught. The blueprint, curated alongside Mediakeys Agency, encompasses television, cinema, print, and strategic placements in airports, train stations, and even the bustling streets of Paris. To augment the brand’s presence, Paris’s metro line three, particularly the Opéra station, will don a vibrant Club Med theme from September 20 to October 3.

With a commitment mirroring its pre-pandemic zeal, Club Med is not just stopping at France. “That’s l’Esprit Libre” is set to create ripples across continents, from Europe and Africa to the Americas and Asia. In a world yearning for breaks, Club Med’s latest offering is a reminder of the joys of free-spirited travel.