The idea would need to connect with the individual segments and deliver a “greater than the sum of the parts” effect. Research told us that holidays are seen as a “chance to live your best life” and on holidays you are “the person you want to be everyday”, the parent, the partner, the friend. We had hit on something that was shared across segments but could be individually expressed for each. If the rest of the year was spent “shoulder to the wheel” then your holiday is living the life you want, it’s when you are really living. Our campaign idea #thisisLIVING was born.