Creating fake elixirs for real superheroes

EF Educational Tours wanted to be known as the brand that understood teachers. We’d heard educators get a little stressed at the start of the school year, so we whipped up something wacky to brighten their days as summer faded away. Enter: EF’s “Back-to-Schoolixers” (a.k.a silly videos that treated teachers to virtual escapes). The tongue-in-cheek campaign showed we’d do just about anything to support educators, even when they weren’t traveling with us. Our experiment paid off: Teachers felt seen, and several later upgraded their digital distractions to real-world travel.