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CampaignMotion

Last Minute campaign

A 72-hour last-minute offer for DFDS MiniCruises, carried by one orange suitcase that rolls, bounces and lands on every screen.

Client
DFDS
Year
2024
My role
Lead on concept, design and motion
Deliverables
Key visual, YouTube for Action films, organic social, web banners, email hero
Markets
Denmark, Norway
Tools
After Effects, Illustrator, Photoshop

The challenge

DFDS wanted to fill the remaining places on short-notice MiniCruise departures, and fast. The campaign had to create real urgency and a sense of spontaneous adventure without feeling pushy, and it had to work across YouTube, social, the website and email in both Denmark and Norway.

The idea

A packed suitcase says ready to go faster than any headline. It rolls in front of the destination skyline wearing the price, the headline sweeps over it and a 72-hour badge flips in to start the clock. The same suitcase carries the whole campaign: a Get ready! teaser, the launch and a final Last chance reminder.

What I did

Led the campaign from concept to delivery: the key visual, the motion language and the animation in After Effects, sound design for the YouTube films, and the adaptations for every format and both markets. Each asset was built for its channel, from 15 second films to lightweight banners for dfds.dk and email.

YouTube for Action, 15 seconds with sound. The Norwegian version: Last minute, MiniCruise to Copenhagen from 149,-.
3phases: teaser, launch, last chance
2markets: Denmark and Norway
5formats: 16:9, 9:16, 1:1, web banner, email
01Teaser
02Launch
Organic social: a Gør dig klar! (Get ready!) teaser, then the launch as a 9:16 story and a 1:1 feed post.
The suitcase rolls into frame tilted on one wheel01Rolls in
The Restpladser headline sweeps in along an arc02Headline sweeps in
The 72-hour badge flips in edge first03Badge flips
The final frame with price and 72-hour badge04Ready to book
Motion beats from the launch post. Every move is timed so the price is readable within the first second.
Animated hero and promo banners for dfds.dk, 1200 x 600.
Key visual: MiniCruise to Oslo, Restpladser, from 129 kroner per person, 72-hour offer
The key visual, and the reminder email where the badge flips to Last chance.

The result

One idea, one suitcase and a consistent motion language across 16:9, 9:16, 1:1, web banners and email, in two languages. The campaign brought energy and urgency to a simple offer and drove more interest and bookings for DFDS's last-minute departures.

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