22 May, London — Avis is taking a fresh approach to car rental, launching Your Journey Matters — a brand platform that puts people first and celebrates the real reasons we all travel.
Created by Collective and its in-house Content Studio, the strategy and campaign swaps product talk for real stories and demonstrates how Avis’s effortlessly simple experience gives customers the space to fully concentrate on the purpose behind every trip – from reminiscing before a family celebration to preparing for a business meeting or even just enjoying some much-needed together time.
The creative centres on a cinematic triptych format: a wide shot sets the context, a central frame brings the human story into focus, and a close-up detail draws out the emotion — all ending with the Avis logo. The result is a warm, relatable visual language built to connect.
One of the new Your Journey Matters ads
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“Our goal was to move away from category clichés and show something more honest and human,” said a spokesperson from Collective. “This campaign isn’t about cars. It’s about people. Avis is redefining what car rental means. They're not just handing over keys — they're helping people make the most of their journeys.”Stephen Barnes
Founding Partner, Collective
The creative centres on a cinematic triptych format: a wide shot sets the context, a central frame brings the human story into focus, and a close-up detail draws out the emotion — all ending with the Avis logo. The result is a warm, relatable visual language built to connect.
“Our goal was to move away from category clichés and show something more honest and human,” said a spokesperson from Collective. “This campaign isn’t about cars. It’s about people.
The campaign concept was brought to life through a dynamic collaboration between Avis, Collective, and their Content Studio, which offers dedicated, cost-effective creative and content production talent. Acting as an embedded team, the team brought deep brand knowledge and faster turnarounds, and leveraged Gen AI tools early in the process to help visualise ideas and accelerate alignment. The team also led on photography, with video production led by Orillo.
Incorporating elements of the US brand style while maintaining a distinctly European edge, accompanying the campaign is a short film (see below), capturing the essence of “Your Journey Matters.”
Building on its use of NVIDIA technologies, Collective announced at SIGGRAPH that it has joined the NVIDIA Partner Network.
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At Avis, we recognise that even the simplest of journeys have meaning and are important. ‘Your Journey Matters’ is our commitment to smoothing out all the logistical details, so whether you’re driving to a once-in-a-lifetime celebration or just having a carefree weekend away with loved ones, you can concentrate on what truly matters.Jon Schaaf
Communications and Brand Manager, Avis
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Working as an extension of the Avis team, our Content Studio helped bring the campaign to life quickly and collaboratively — from concept to production. And by using Gen AI tools to bring the creative to life at the concept stage, we were able to move at pace, without compromising craft. The result is a campaign that champions the real reasons people travel.Adam Cleaver
Founding Partner, Collective
