PROPOSITION | Curators of culture are now your travel guides INSIGHT | When travelers rely on the same popular recommendations and guides, their adventures tend to blend into identical experiences. IDEA | Reframe tourists as mindless sheep visiting the same expected spots and show how Exceptional ALIEN curators can guide them to become real cultured travelers once more. EXECUTION TV AD EXECUTION | Through film, we bring to life the concept of reframing tourists as mindless sheep, offering viewers a chance to reflect on their own travel choices. But every problem needs a solution. Enter Meg Mac, renowned Australian singer-songwriter, one of many cultural curators ready to elevate your next holiday experience and guide you away from the flock. DIRECT EXECUTION | We’ll give out cheeky souvenir shirts to tourists in the most popular tourist spots, encouraging them to stop following the flock. On the back is a QR code which directs people to EA travel playbooks. SOCIAL EXECUTION | An augmented reality filter that turns crowds into sheep. Point it at tourists and they'll be sheepified. All posts link to Exceptional ALIEN, helping more people move away from the flock. The best posts win discounts at playbook venues and the chance to hang out with a culture curator.