We re-imagined tourism as an act of reciprocity

Strategy

Creative

Production

Media

Data & Analytics

Everyone wanted to visit Aruba in 2025. Good for tourism – but not without its own problems.

So the island turned to Deep Focus to promote “reciprocal respect” in an effort to maintain Aruba’s natural beauty for future generations. But how do you encourage guests to be mindful while not overimposing?

Simple. With love.

We crafted a campaign that showed if you love Aruba like its people do, and you respect it as a home, it will shower you with the happiness and wonder its given generations. The result was a collection of work that challenges guests to embrace Aruba as their own and accept the love it reserves for those who treat it well.

2025 Shorty Impact Winner

Hospitality & Travel

Total Q2 site traffic up 10% YoY

Campaign page visits increased 331% during Q2

Meta saw 17% increase in CTR in Q2

Display CTR Up Over ~100% Compared To Q1

When you love Aruba, the whole island loves you back.

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“This is the most meaningful work we’ve done to date. Welcoming conscientious travelers who truly care about our island means everything to us – Aruba’s fragile ecosystem and rich heritage aren’t just beautiful, they are part of who we are and deserve to be protected.”

Sanju Luidens, CMO for Aruba Tourism Authority

HBO

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SOPRANOS 25TH

Creative

Production

Social Strategy

Platform & Community Management

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Tony Soprano sits at a dining table, smiling and gesturing with his hand. The table is set with a wine bottle, glasses, and bread, conveying a warm, convivial atmosphere.

We celebrated 25 large with HBO's first family

Aruba

|

When you love aruba

Strategy

Creative

Production

Media

Data & Analytics

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Rocky beach scene at sunset, with dark clouds above, waves crashing on rocks, and sunlight softly illuminating the sand. Calm, moody atmosphere.

We re-imagined tourism as an act of reciprocity

FX

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Grotesquerie

Social Strategy

Creative

Production

Platform & Community Management

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Detective Lois Tryon, portrayed by Niecy Nash, cautiously opens a door, holding a flashlight that casts a bright glow. The scene is dimly lit, creating a tense atmosphere.

We led an investigation through the murphyverse

Avis

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Plan On Us

Creative

Strategy

Production

Social

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Woman in a suit sits in an airplane seat, eyes closed, with a laptop on her lap. The cabin is dimly lit, and the sky outside is dark. Calm mood.

We revised the best promise in advertising

Disney+

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Pets

Creative

Production

Social Strategy

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A man in sunglasses is kayaking on a vast, calm ocean with a dog looking over his shoulder. The sky is bright with scattered clouds, conveying a serene and adventurous mood.

We reminded people that pets love different

Ace Hotel

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Always on media

Media

Data & Analytics

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Modern hotel room with a cozy atmosphere, featuring a wooden bed and nightstands, large window with dark curtains, geometric wall art, and a record player.

We rebuilt how Ace Hotel's Media Works

Freeform

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Scam Goddess

Creative

Production

Social Strategy

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We exposed con artists with comedy and courage

Aruba

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The Aruba Effect

Strategy

Creative

Production

Media

Social

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A person floats peacefully in clear turquoise water under a vibrant blue sky with fluffy clouds, conveying a sense of relaxation and tranquility.

We evolved a campaign to protect an island

NVA

|

Local at Scale

Media

Data & Analytics

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A gray tabby cat with a red collar sits calmly beside a fluffy black and white puppy lying on grass. They are surrounded by trees in daylight.

We made NVA Local, Everywhere

FX

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English Teacher

Creative

Production

Social Strategy

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A smiling teacher played by Brian Jordan Alvarez holds a red book in a classroom, engaging animated students. The students are laughing while one raises their hand. Bookshelves in the background.

We introduced everyone to their favorite teacher

HBO

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Recommended by humans

Strategy

Creative

Production

Media

Social

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A collage of TV show recommendations features vibrant quote backgrounds. Central image shows a man gesturing animatedly alongside a smiling dog, creating a lively, engaging tone.

We fought the algorithm with love

Ace Hotel

|

Brand vs demand

Media

Data & Analytics

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Spacious, warmly lit lounge with a green sofa, wooden tables, and chic armchairs. Ceiling lights and round bar with large window create a cozy, modern vibe.

We put the brand back in Ace Hotel

Freeform

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Love Thy Nader

Creative

Production

Social Strategy

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The Nader Sisters, Brooks Nader and her sisters Mary Holland, Grace Ann, and Sarah Jane, are joyfully laughing together against a dark background, conveying friendship and happiness.

We welcomed fans to the nader-hood

P.F. Flyers

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Nostalgia That Converts

Media

Data & Analytics

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Four P.F. Flyers shoes are arranged against a white background, showcasing two pairs in beige and black. The minimalist style conveys a casual, modern feel.

We turned nostalgia into demand for P.F. Flyers

Disney+

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Out of my mind

Creative

Production

Social Strategy

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Phoebe-Rae Taylor in a wheelchair joyfully raises her arms against a bright blue sky with a fluffy cloud shaped like a fish, conveying freedom and happiness.

We championed people living with cerebral palsy

Aruba

|

Tattoovenirs

Strategy

Creative

Production

Media

Social

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Tattoo artist with dark hair and glasses, wearing black gloves, works intently on a client's arm. A digital design of the island of Aruba is visible on a nearby tablet.

We crafted a souvenir that you'll never forget – because it's a part of you

Liberty Science Center

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Repeat the Wonder

Media

Data & Analytics

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A densely star-filled night sky showcases the Milky Way, stretching diagonally with vibrant blues and purples, evoking awe and wonder.

We turned Liberty Science Center into a repeat destination

Aruba

|

Relaxathon

Strategy

Creative

Production

Media

Social

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A large group of people sit on a sandy beach, facing the calm ocean. The scene is peaceful and sunny, with scattered clouds in the sky.

We turned relaxing on the beach into a competitive sport

🥳 WE'VE BEEN NOMINATED 🥳 🏝️ WE'RE ALWAYS CHASING GREATNESS 🏝️ DEEP FOCUS + ARUBA TOURISM 🏝️ 2026 SHORTY AWARD FINALIST | BEST BRAND AWARENESS CAMPAIGN AND BEST IN TRAVEL & TOURISM 🏝️ 💉 WE'RE ON A BIT OF A HOT STREAK 💉 DEEP FOCUS + FX | THE BEAUTY 💉 2026 SHORTY AWARD FINALIST | BEST LAUNCH CAMPAIGN 💉 👑 WE'RE LOOKING TO RECLAIM OUR TITLE 👑 DEEP FOCUS + BRAVO TV 👑 2026 WEBBY AWARD FINALIST | SOCIAL ENTERTAINMENT 👑 🥳 WE'VE BEEN NOMINATED 🥳 🏝️ WE'RE ALWAYS CHASING GREATNESS 🏝️ DEEP FOCUS + ARUBA TOURISM 🏝️ 2026 SHORTY AWARD FINALIST | BEST BRAND AWARENESS CAMPAIGN AND BEST IN TRAVEL & TOURISM 🏝️ 💉 WE'RE ON A BIT OF A HOT STREAK 💉 DEEP FOCUS + FX | THE BEAUTY 💉 2026 SHORTY AWARD FINALIST | BEST LAUNCH CAMPAIGN 💉 👑 WE'RE LOOKING TO RECLAIM OUR TITLE 👑 DEEP FOCUS + BRAVO TV 👑 2026 WEBBY AWARD FINALIST | SOCIAL ENTERTAINMENT 👑