After a hectic winter break, Center Parcs is encouraging families to cherish the moment in a new campaign that showcases the unique experiences on offer at the resort.

The campaign titled, ‘Cherish the Moment’ has been created with the help of Brothers & Sisters. In a hero film, slow motion footage signifies time slowing down to encourage families to seize the moment and cherish experiences together.

The film shows families taking part in Center Parcs activities from zip lines to waterslides, with the people within the footage all smiles as they spend some much-needed time for fun together. With a spotlight on the joy of outdoor activities, the film shows how families can escape from the modern distractions of daily life in the unique experiences on offer at Center Parcs.

The campaign was directed by French director, Nan Feix, of the production company Not Just Any and is set to a slowed-down version of the well-known All Saints track, Black Coffee.

The familiar soundtrack evokes a sense of nostalgia as the holiday footage brings back memories of holidays for audiences who are encouraged to see the joy in escapism.

“When you and your family are genuinely in the moment together, you notice and experience each other differently. It is as if time really does slow down. You feel connected in a more rewarding way. This is what Center Parcs brings to families. This work is all about illustrating the fun that can be had when you swap the distractions of modern life and really cherish the moment,” says Andy Fowler, ECD of Brothers & Sisters.

The campaign was planned and bought by iProspect across the UK and Ireland, which won the media business in July this year.

The campaign will deliver several firsts for Center Parcs as they move to an audience-first data-driven approach, that will see multiple creatives deployed across digital and AV channels. The aim is to make the unique Center Parcs experience as relevant as possible to each of the target family groups.

By reminding audiences of the importance of taking a pause and seizing the moment, the campaign is able to play both into the trend of comfort marketing while maintaining the power of escapism.