loveholidays turns other brands’ billboards into its own holiday prompt

loveholidays has launched an out-of-home campaign that treats the UK advertising landscape as creative raw material. Developed by ARK Agency, loveholidays Is All Around places the online travel agent’s billboards in deliberate proximity to existing ads from some of the country’s biggest brands, and responds to them directly, reframing each neighbouring campaign as a reason to book a holiday. 

Across sites in London and Liverpool, the mechanic is disarmingly simple. A loveholidays billboard is positioned to align precisely with an existing outdoor ad, its creative interacting with the neighbouring poster to produce an entirely new combined message, one half another brand’s campaign, the other a loveholidays punchline. The result is a campaign that doesn’t interrupt the advertising environment so much as infiltrate it, turning other brands’ media spend into travel inspiration. 

The executions are sharp and specific. A well-known insurance mascot caught swimming without a stitch is met with ‘Be like this guy. But with a swimsuit on.’ A Scandinavian car brand’s lakeside scene prompts ‘What’s Swedish for holiday?’ An adventure vehicle on snow-capped mountains inspires ‘Holidayer. Take to the Mountains.’ And a connectivity brand promising reliable high-speed internet from space is cheerfully countered with ‘So you can ignore people’s messages from here.’ Each execution is tailored to the destination and travel style most naturally suggested by the neighbouring creative, with holiday details surfaced as lozenge-shaped callouts that echo the loveholidays booking interface, keeping the work commercially grounded even as it entertains. 

What makes the campaign technically notable is its use of AI in partnership with Common People and Future Creative Studio, which allowed loveholidays to identify and respond to live outdoor ads at a speed and scale that would previously have been both cost and time prohibitive. The technology doesn’t generate the creative idea, that remains entirely human, but it compresses the production timeline dramatically, making contextual OOH viable as a repeatable model rather than a one-off stunt. 

Jacqui Grimsey-Jones, brand director at loveholidays, said: “We’ve never been ones to do things the boring way, that’s what being a challenger brand means to us. This campaign is us at our most loveholidays: turning other ads into a reminder that holiday inspiration is all around you.” 

Edward Usher, creative partner at ARK Agency, added: “Holiday inspiration is absolutely everywhere, not least in advertising from brands with a loose connection to holidays at best. So we thought, if brands are going to use ‘our thing’ to promote themselves, why not show up and borrow back a little of that limelight? AI offered us a totally new creative toolset and allowed us to react at speed, while writing the ads was a joy, they’re playful, cheeky, and with a strategy that couldn’t be clearer: when you see a holiday, think loveholidays.”