Bear

TUI (previously Thompson) wanted to stand out from a similarly-named and closest competitor, so we made a film about a one-eyed, tattered but loveable bear who rediscovers his logo smile on holiday. Backed by William Shatner’s spoken word rendition of the Queen classic ‘Bohemian Rhapsody’, our Bear not only became the brand’s smiley mascot, but reinforced TUI as a lead provider of transformative holidays.