Two people can take the same plane and live completely different trips.
The campaign is about the transforming effect of travel, about how every traveller ends up finding much more than what they went looking for. The symbolic universe of travel is incredibly rich in experiences and sensations, and that's where the power is: in the stories you can tell.
Working on regional campaigns is a huge challenge, because every country has its own culture and its own aspirational places. That's why what matters is finding universal insights and stories, strong enough to be relevant to very different consumers. That's the fine work of a campaign that crosses borders.
And there's something we know well about this category: travel assistance isn't chosen on price, it's chosen on trust. Behind every trip there's a very human need to feel looked after, and a regional campaign only works when that promise reads the same way in Mexico as it does in Argentina. That understanding of the business and of what the traveller feels is what ultimately holds the idea up.