With Covid-19 foreign travel brands in place; 90% of UK travellers are opting for a staycation this summer. A movie which will mean the UK is set for the biggest migration of drivers that the country has ever seen.

Inevitably this means traffic jams, endless questioning of ‘are we nearly there yet?’ combined with that sinking feeling that you might just have missed a vital turning. This is where Waze comes in,  the real-time navigation and driving app, which appointed Other as its creative agency lead. 

To highlight the benefits of Waze for drivers Other has produced an actual, edible ‘Traffic Jam’. A Jam which is made from the types of berries which grow along Britain’s 

‘jammiest’ roads like the M1 motorway.

Other have created the jam in partnership with Twisted, the UK’s biggest food social publisher. The jam will be distributed on Twisted’s website as well as included with orders made through the company’s delivery only restaurants partnership with Uber Eats.

The campaign will include outdoor ads and radio spots. There will be local executions targeting traffic jam hotspots, as well as bespoke social content from the likes of Made in Chelsea star Sam Thompsn and Radio 1 Presenter Jordan North.

Kyle Harman-Turner, Executive Creative Director at Other said: “It’s not every day you make a Traffic Jam foraged from roadside berries, but with millions of Brits embarking on staycation journeys to the likes of Cornwall, Devon or the Lake District, we needed to help drivers to start their holidays right, by eating traffic jams for breakfast, literally." 

Jake Shaw, Head of Creative at Waze, added: “Waze has a fantastically playful, human-centered soul and anytime we produce ‘creative' work, we try to reflect those unique traits. The first steps we're taking in the UK market are no exception. It was important to us that people could really get their hands on the Traffic Jam, taste it, and learn about how Waze can help them on their upcoming summer trips. 

He continued: “If ‘making traffic jams enjoyable’ is the first thing we do in the UK, we’re excited about seeing where the next leg of the journey takes us.” 

A journey which is getting a jump start from the fresh perspective that creativity can bring.