Una vacanza che ti resta nel cuore

A holiday that stays in your heart

Tears of joy, unforgettable memories, and genuine feelings set to the tune of Bobby Solo. A campaign that overturns the meaning of tears and celebrates true emotions.

hu openair, the brand representing the eleven outdoor facilities of the Human Company group in Italy and Europe, returns to communication to strengthen its positioning and brand recognition during a strategic period for holiday planning. The challenge: to tell an outdoor stay experience in an emotional and distinctive way, able to stand out in the tourism landscape and engage a diverse audience.

The ambition was to consolidate hu openair’s identity as the go-to brand for outdoor holidays, focusing on engaging storytelling, a powerful emotional insight, and an iconic soundtrack. To highlight the time lived intensely, the small yet great emotions that make every holiday unforgettable, turning the guest into the true protagonist of the story.

The idea was to reverse the association between tears and sadness, revealing their most authentic and profound side: the one linked to positive feelings such as love, emotion, and joy. Tears become a symbol of a precious memory, a fully lived emotion, an experience that stays engraved in the heart. The soundtrack “Una lacrima sul viso” by Bobby Solo accompanies the spot, amplifying the emotional tone and giving the narrative a poetic, universal, and timeless atmosphere.

The commercial, in 45’’, 30’’, and 15’’ formats, tells everyday yet intense moments experienced by hu guests: an unexpected birthday cake, a barbecue among friends, a comforting gesture between father and daughter, an adrenaline-filled adventure. Each situation is narrated through the protagonists’ tears, which are not of sadness but of pure emotion. The campaign, produced by the production house The BigMama, aired for five weeks starting December 22, 2024, on RAI, Mediaset, LA7, SKY, and connected TV platforms (Rai Play, Mediaset Infinity, SKY).

It also reached cinema audiences with two weeks of screening in the Circuito Cinema Italia.

The digital activation included placements on platforms such as Google, Meta, YouTube, TikTok, Spotify, Netflix, SKY, Amazon Premium Display, and major videowalls at the train stations of Milan, Florence, and Rome. The campaign was also launched in key European markets such as the Netherlands and Germany.