Outdoor hospitality group, Reflections Holidays, has launched its first brand campaign since rebranding in April. The campaign, aptly titled 'The 30 Second Holiday', aims to provide a respite from the constant bombardment of other brands' ad breaks and retail urgency.

The campaign is an exploration of Reflections' 'Life’s Better Outside' creative platform, and it will be broadcasted through TV and OOH channels. It consists of five different spots, each taking the audience on a mini holiday by showcasing what's out there for those willing to explore.

The campaign was brought to life by Reflections’ in-house Creative Director, Matt Plummer, in collaboration with Creative Leader Anthony Moss. The production was handled by Sergeant Major and Film Director Eric Bilitch.

"The day to day is pretty hectic for most people, and given that we aim to provide a relief from the noise and busyness of the year, it just makes sense that our advertising does too. We saw the ‘busy adbreak’ or ‘crowded social feed’ as a huge opportunity to provide relief to people. And as unreal and spectacular as these locations will look, they’ll all be very real, specifically labelled, and totally bookable," said Plummer.

CMO of Reflections Holidays, Peter Chapman, said: "We're blessed to manage a brand which once uncovered, is loved. Our product is the idea. So strategically it's not about finding a way to persuade people to be interested in us but rather creating work that is distinctive and not tourism wallpaper. I'm extremely proud of the work that Matt and the team have produced. It's the ultimate product demonstration, It’s on brand and It treats the audience with respect."

Executive Producer at Sergeant Major, Ashley McLeod, said: "It was an absolute pleasure to work directly with the team at Reflections to bring this campaign to life. The production was a lived experience, truly authentic and the entire production team are thrilled to have been invited along for the journey."

Reflections Holidays is a certified social enterprise that reinvests its profits into the 40 parks, camping grounds, and unique properties it manages in New South Wales. The group also cares for 45 nature reserves in regional communities in coastal and regional NSW. It holds the distinction of being the only outdoor hospitality group in Australia to be a certified social enterprise.