Super Bowl Campaign 2022 – Booking.yeah
Booking.com
In 2022, Booking.com made its Super Bowl debut with its first-ever US campaign launched during the Big Game — a defining moment for the brand.
The campaign marked the return of Booking.yeah — the lighter, more human side of the brand — balancing our trusted, reliable promise with a sense of joy and humour.
Partnering with Idris Elba as our spokesperson, we brought this duality to life through an entertaining and eye-catching global campaign during one of the world’s most-watched television events. The result was a memorable introduction to Booking.com’s personality, connecting with audiences in a way that felt authentic, confident and unmistakably us.
Bringing the Campaign to Life
This was the first major brand campaign and Super Bowl project I worked on at Booking.com. As part of the core creative team, I was responsible for the art direction and concept development of both design and motion solutions across video and static campaign assets.
I guided the internal design team in defining motion principles and visual systems for the first-ever depiction of the Booking.com app created specifically for marketing placements — a brand element that is still in use today. I also led the creation of the brand’s enduring end card — the Booking.com / Booking.yeah animation — which went on to become a pillar branding element across all customer-facing video content.
To support the campaign at scale, I developed a complete Campaign Expression documentation in collaboration with the internal copy team, providing guidance for both internal teams and external creative partners. Alongside this, I oversaw the in-house production of more than 60 campaign assets, ensuring consistency and quality across every channel.
