The challenge
For years, TUI has marketed captive dolphin entertainment as part of their holiday packages, hiding the harsh reality behind the shows. Captive dolphins live in tanks 200,000 times smaller than their natural range, often grinding their teeth from stress and exhibiting repetitive, unnatural behaviours like pacing and head-bobbing.
World Animal Protection approached us with a bold brief: disrupt TUI’s customer journey during the peak January booking season, challenge perceptions of ‘happy dolphins,’ and inspire direct action. The goal was clear – to make holidaymakers think twice about booking with TUI and empower them to take a stand against cruelty.
Our solution
To stand out in a crowded digital space, we needed a fresh, provocative approach. So we hijacked the language of holiday booking, using familiar tropes to subvert expectations and grab attention.
In the first part of the campaign, we confronted audiences with stark, unflinching messaging. Headlines like ‘Want dolphins to suffer? Book with TUI’ and ‘Like dolphin cruelty? Book with TUI’ disrupted scrolling patterns, forcing viewers to confront the uncomfortable truth behind TUI’s offerings.
The second part changed the perspective, showing a ‘dolphin’s-eye view’ of captivity. Mimicking the familiar star-rating system of travel reviews, we exposed the grim conditions dolphins endure: ‘Pool is tiny. No fresh food. Awful experience’ and ‘No privacy. No shade. Desperate to leave’. This playful yet powerful framing encouraged viewers to see captivity through the dolphins’ eyes, making the issue impossible to ignore.
Both parts drove traffic to a bespoke landing page where supporters could create personalised messages of dissent to TUI, amplifying their voices and holding the company accountable.
Outcome
The campaign exceeded all expectations, smashing the initial target of 1,000 complaints within hours of launch. By the end, thousands of personalised messages were sent to TUI, with most supporters going the extra mile to customise their responses.
Related Work
Clients
We’re so proud to work with with a wide range of incredible charities and organisations. Our partnerships cover everything from animal welfare and disability support to humanitarian aid and conservation, showing our dedication to making a real difference across some of the world’s most important causes.
