Challenge
Booking.com was a global category leader, but much of the brand story still leaned on functionality. Ahead of a major U.S. push anchored by the 2025 Super Bowl, the challenge was to build a more human brand narrative that could travel across markets and land in one of advertising’s most competitive moments.
Approach
I led the strategic insight work that helped shape the foundation for Booking.com’s U.S. brand push. The work started with global research to uncover a universal traveler mindset. The insight: people want to feel they’re getting the booking right. That became the anchor for shifting from product-led messaging to a human, confidence-led narrative.
Impact
The 2025 Big Game spot featuring The Muppets became the most-viewed Super Bowl ad on YouTube immediately after the game.