Challenge

When promoting themselves, hotels and airlines tend to do the same. Picture of destination + discount. 

Meliá Hotels wanted to disrupt the category while inviting people to their hot destinations. 

Insight

Latinos make jokes about the skin color when someone hasn't been on holiday for a while, comparing the skin tone with different white objects like cheese, milk, paper, etc.

Idea

We didn't show any pictures of beaches, or cocktails either sunsets. Instead, cheese, eggs, paper, milk and other white objects took all the protagonism, asking our target a simple question: 

-NEED A TAN? 

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