Sydney-based independent agency Supersolid has partnered with Klook’s in-house creative team to launch a new campaign targeting American travellers heading to Europe, combining the agency’s external perspective with the travel platform’s internal creative leadership.
Theagency developed ‘Book on Klook’ alongside Klook Creative Director Benjamin Amdur, with the campaign launching in the US in early October and plans to expand internationally.
Supersolid won Klook’s US business in April following an international competitive pitch, with Amdur joining the travel platform after the agency’s appointment.
The campaign centres on an American traveller struggling to produce his ticket for an impatient Italian train official. As the traveller produces an increasingly absurd mountain of paperwork, Klook steps in to bring order to the chaos.
The creative partnership also played a role in shaping the campaign’s execution, with the teams exploring five different edits to refine the timing of the comedic reveal.
Supersolid co-founder Alex Newman said working directly with Amdur allowed the teams to move quickly and focus on the creative work rather than translating ideas across different business functions.
“Being able to speak creative to creative skips a lot of context building because we’re already on the same page,” Newman said.
“When selling an idea to a business, creatives are constantly translating for different perspectives. The CFO in the room has different values placed on the work versus a CTO or marketing. That’s what was so great about working with Ben. As creatives, we could drop our translation and focus on what’s going to make the work impactful for the business and audience.”
The collaboration extended to the shoot itself, with Newman encouraging Amdur to get involved in shaping the narrative rather than observing from the video village. His participation helped the teams explore additional creative ideas without affecting the shoot schedule.
Amdur said Supersolid understood both the creative ambitions and commercial challenges behind the campaign.
“Supersolid brought a level of openness that’s rare in an agency partner. They understood not only the creative but the commercial challenges we needed to overcome and approached it with a best for the business mindset,” he said.
“There was real collaboration on set, and in the edit suite, giving us the confidence to push the storytelling; and the confidence to speak plainly and build quickly on what was working.”
The campaign has also been designed with flexibility in mind, featuring interchangeable sections that allow Klook to incorporate different products, promotions and seasonal messages while retaining the central narrative.
The work adds to Supersolid’s international experience, which includes serving as agency of record for Western Union across APAC and partnering with We Are Different PR on the Australian relaunch of US food brand Impossible Foods.
Newman said external creative agencies could continue to play an important role as brands invest in their own in-house creative leadership.
“There will always be value in pairing that insider knowledge with someone who can see the business and its challenges from the outside. When you put the right people together in the right room, that’s where the real impact can happen.”
Campaign credits
Client: Klook US
Creative Director: Benjamin Amdur
Commercial Executive: Luke Miller
Director of Marketing: Hartman Wong
Manager, Marketing Campaigns: Kyle Uraguchi
Creative Agency: Supersolid
Creative Director: Alex Newman
Creative Director: Jonathon Shannon
Strategy Lead: Guy Mitso Producer: Paul Leaning
Art Director: Sammy Lee
Senior Designer: Kevin Bolleteau
Integrated Project Manager: Georgina Butterworth
New Business Director: Robbie Wood
Production Company: Mint Films
Director: Andrew Seaton
DOP: Matt Samperi Producer: Louella Campbell
Head of New Business: Jordan Smith
