For generations, the LGBTQIA+ community have been told to blend in when they travel. We wanted to help change that.
We relaunched Orbitz with a message encouraging people to travel as their authentic selves, on their own terms, not the ones society created for them.
We shared that same creative freedom with all of our collaborators. Directed by legendary photographer / director Cass Bird and music by acclaimed R&B singer/songwriter Serpentwithfeet, we reimagined Lesley Gore’s 1963 classic ”You Don’t Own Me” – making him the first major Black LGBTQIA+ artist to perform the iconic song. The campaign included RTB-driven :15s, social content and a TikTok activation. Within the first month of launch, site visits were up 572% and sentiment around the campaign on social was 100% positive.