Not your usual tourism campaign. When easyJet and Visit Britain wanted to entice young Europeans to visit for a city break JUST as Brexit became official, we faced an uncomfortable truth: Britain had just told Europe it didn't want them. How do you sell UK tourism to the people you've just rejected? We leaned into the most British trait of all: apologising for absolutely everything. Whether it's a library that's a bit quiet, a pub that's a bit old-fashioned, or an ancient monument that's a bit... ancient, we apologized for the things we definitely shouldn't. And hoped they'd get the joke. The campaign turned British awkwardness into charm, reminding Europe of one of our more endearing qualities while subtly saying "sorry, we still want you here." The work ran across print, DOOH, and social in Germany, the Netherlands, France, Italy, and Spain, proving that sometimes the best way to heal a relationship is to be authentically, awkwardly, apologetically yourself.