KAYAK gets it right
In its new brand platform, the first with Rethink, the travel search engine eschews wanderlust and instead tackles the crippling nature of booking anxiety.
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Credits
View on- Agency Rethink/New York
- Production Company Smith & Jones
- Director Ulf Johansson
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Credits
View on- Agency Rethink/New York
- Production Company Smith & Jones
- Director Ulf Johansson
- Editing Cut+Run/New York
- VFX Framestore/London
- Color Company 3/London
- Sound/Music Walker
- Senior Creative Director Rebecca Hansen
- Chief Creative Officer Tara Lawall
- Chief Creative Officer Aaron Starkman
- Creative Director Patrick French
- Creative Director Jon Krippahne
- Art Director Kendall Boron
- Art Director Tobias Carlson
- Copywriter Sam Eaton-Kuo
- Copywriter Jonas Wittenmark
- Executive Producer Philippa Smith
- Production Designer Steve Smithwick
- DP Andrzej Sekula
- Post Managing Partner Lauren Hertzberg
- Executive Post Producer Ellese Shell
- Head of Post Production Marcia Wigley
- Associate Post Producer Jess Antonacci
- Editor Ben Campbell
- Assistant Editor James Kracht
- Executive VFX Producer Alexia Paterson
- VFX Producer Robyn Goncalves Borrageiro
- Color Producer Ellora Soret
- Color Producer Kerri Aungle
- Colorist Jean-Clement Soret
- Colorist Matthieu Toullet
- Assistant Colorist Jack Kennedy
- Audio Managing Director Sara Matarazzo
- Executive Audio Producer Dottie Scharr
- Junior Audio Producer Caroline May
- Sound Designer/Audio Mixer Dalton Harts
- Music Producer/Music Supervisor Samantha Zirin
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Credits
powered by- Agency Rethink/New York
- Production Company Smith & Jones
- Director Ulf Johansson
- Editing Cut+Run/New York
- VFX Framestore/London
- Color Company 3/London
- Sound/Music Walker
- Senior Creative Director Rebecca Hansen
- Chief Creative Officer Tara Lawall
- Chief Creative Officer Aaron Starkman
- Creative Director Patrick French
- Creative Director Jon Krippahne
- Art Director Kendall Boron
- Art Director Tobias Carlson
- Copywriter Sam Eaton-Kuo
- Copywriter Jonas Wittenmark
- Executive Producer Philippa Smith
- Production Designer Steve Smithwick
- DP Andrzej Sekula
- Post Managing Partner Lauren Hertzberg
- Executive Post Producer Ellese Shell
- Head of Post Production Marcia Wigley
- Associate Post Producer Jess Antonacci
- Editor Ben Campbell
- Assistant Editor James Kracht
- Executive VFX Producer Alexia Paterson
- VFX Producer Robyn Goncalves Borrageiro
- Color Producer Ellora Soret
- Color Producer Kerri Aungle
- Colorist Jean-Clement Soret
- Colorist Matthieu Toullet
- Assistant Colorist Jack Kennedy
- Audio Managing Director Sara Matarazzo
- Executive Audio Producer Dottie Scharr
- Junior Audio Producer Caroline May
- Sound Designer/Audio Mixer Dalton Harts
- Music Producer/Music Supervisor Samantha Zirin
Didn't organising a holiday used to be easy? Pop down the travel agents or shove a tent in the boot of your car and Bob's your uncle. Did we always have... booking anxiety?
Spotlighting that most of us fret over reviews, ratings and recommendations longer than we spend actually on vacation, KAYAK's new brand platform is encouraging us to recognise that we Got That Right by going through them.
Developed with Rethink, their first work since being named lead creative agency in 2025, the films offer up some suitably ridiculous worriers as they attempt to pull the trigger, from a Momfluencer who spirals into full-blown influencer brain to decision-paralysed Millennials in Big trip. Small screen.
With Smith & Jones Films' Ulf Johansson providing a suitable dose of surreality to proceedings, this fun campaign identifies a lovely insight.
“Our research underscores the reality that travellers don’t need more information; they need reassurance," explains Carolina Montenegro, SVP of Global Brand Marketing at KAYAK. "As travel search has become increasingly crowded and commoditised, and people are bombarded by reels, reviews, stories and more, information overwhelm is real.
"Got That Right is about giving travellers the reassurance that they’ve made the best choice, so they can avoid second-guessing.”
“We have more options than ever when it comes to travel searching but those options feel overwhelming versus liberating,' adds Tara Lawall, Chief Creative Officer of Rethink’s New York Office. "People get paralyzed by choice and second-guess everything. That’s the tension we saw, and it felt like a real opening for KAYAK. So we centered the work on a simple benefit, confidence and that feeling of relief when you know you got it right.”
