A swim that was never planned, a lunch that runs longer than expected or an afternoon spent doing absolutely nothing are at the centre of Club Med’s new global campaign, which encourages travellers to rethink how they use their holiday time.
Source: Supplied
Called The Art of Free Time, the campaign celebrates the freedom to decide what to do next rather than planning every moment of a holiday.
In a world of full calendars, constant notifications and pressure to make every minute count, Club Med is positioning unstructured time as part of the holiday experience, including the freedom to change plans or do nothing at all.
Making space for spontaneity
The campaign builds on Club Med’s founding promise, ‘Happiness Here and Now’, giving it a contemporary expression centred on choice and spontaneity.
For more than 75 years, Club Med has brought people together around shared experiences and discovery. The Art of Free Time gives that approach a new expression, encouraging travellers to join in, step away, try something new or simply stay a little longer by the water.
"Free time is precious. It allows us to live more fully, rather than simply produce more. This belief inspired The Art of Free Time, a new expression of Club Med’s vision, shaped by today’s evolving aspirations and its Mediterranean cultural roots," says Armelle Vimont-Laurent, digital marketing, brand and product director at Club Med.
From beaches to snow
Created with BETC, the campaign brings together creative director David Martin Angelus, director Fleur Fortuné and photographer Tom Emmerson.
The creative moves away from the familiar holiday postcard, capturing unexpected moments of holiday life across the turquoise shores of Punta Cana and the snow-covered peaks of La Rosière.
A pop-inspired visual style and retro-inspired original soundtrack give the campaign its distinctly French sense of fun.
Freedom shapes the stay
That freedom is also reflected in the holiday experience itself. One guest might start the morning with sport and end it at a lively dinner, while another may choose a quiet afternoon beside the pool.
Families, couples, friends and solo travellers can follow their own rhythms, supported by the G.O.s, whose warmth and energy have helped shape Club Med’s culture of connection.
Campaign reaches South Africa
For South African travellers, the campaign arrives as Club Med South Africa Beach & Safari welcomes guests to the KwaZulu-Natal North Coast.
The new resort gives local and international visitors another way to experience the brand’s all-inclusive approach, with the space to move between activity, relaxation and time together on their own terms.
The Art of Free Time will appear in a 30-second cinema film, a 20-second TV replay film and a series of 10 images for outdoor display and press.
Across the campaign’s formats, the invitation is the same: leave room for the moment you did not plan.
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