South Africa, Nov. 26 -- The Effie Awards reward effectiveness and impact in advertising, and TBWAHunt Lascaris' SOS campaign embodies this, bringing together strategy, creativity and measurement into an example of disciplined creativity.

The campaign starts with the premise that the travel industry has changed and hotels are no longer only competing with each other; they face competition from Airbnb, novelty experiences and interesting curated finds.

In comparison, City Lodge is quite boring and predictable.

But the agency turned this perceived negative into a positive as Steph van Nielkerk, executive creative director at TBWAHunt Lascaris, explains.

"It all revolves around the insight that everyone's got a bad story about a disappoi...