Ad of the Day | Club Med and BETC Paris Redefine Free Time With "The Art of Free Time" Campaign

Sep. 11, 2026

Club Med, the French icon behind the all-inclusive holiday concept, is once again challenging how people think about travel.

As it expands its presence in the US, Asia and South America, Club Med partnered with BETC Paris to launch a rebranding campaign aimed at a broader international audience. “The Art of Free Time” turns the brand’s Mediterranean roots into a witty, irreverent platform that playfully pushes back against the over-optimised culture of modern life.

We live in a world obsessed with productivity. Every minute has to be optimised. Everything has to serve a purpose. Even holidays follow a to-do list. That’s why, at a time when real free time feels increasingly rare, Club Med stands by a simple belief: free time is the ultimate luxury.

Stéphane Maquaire, President and CEO of Club Med said:

"With "The Art of Free time", Club Med is expressing a deep-rooted belief: in a world that constantly pushes us to produce, optimise and accelerate, free time has become one of our most precious commodities. Since its beginnings, Club Med has championed a unique way of experiencing this time: more freely, more collectively and with a greater openness to the world. This campaign reflects the cultural strength of our brand and its strategic role in driving our growth."

 

At its core, “The Art of Free Time” is about reclaiming holidays as a space for spontaneity, pleasure and self-expression. The campaign celebrates the freedom to let go of expectations, ignore the pressure to perform and enjoy time on one’s own terms.

Bertille Toledano, President, BETC - President, Havas Creative Network - CEO, Havas Creative Middle East said:

"Being entrusted with Club Med’s brand is both an honour and an exciting challenge. Club Med is an iconic brand whose spirit, sophistication and singular experience are not easy to capture. By working closely together, we believe we have created a campaign that feels unmistakably Club Med: a genuine brand campaign that celebrates everything people love about the brand."

 

To bring that free, playful spirit to life, Club Med and BETC Paris partnered with acclaimed French director Fleur Fortuné. Her distinctive work across fashion, music and feature filmmaking — including her award-winning feature “The Assessment”, starring Elizabeth Olsen and Alicia Vikander, infused with physical comedy — made her an ideal choice to shape the campaign’s visual language.

Fleur Fortuné, film director said:

“To me, The Art of Free Time is both playful and aspirational. It captures that uniquely French sense of chic and subtle irony. I wanted to show people under bright sunshine, surrounded by bold, vibrant colours, while bringing that touch of humour into every scene. We kept the number of shots to a minimum, so each frame could feel like a tableau. Each scene and every activity is presented in a very effortless, understated way. It reflects how extraordinary experiences can feel completely natural when you’re in the right environment, like casually eating an ice cream while water skiing.”

 

Pop colours, spectacular natural landscapes and a touch of quirkiness define the brand’s new visual world. Set across Club Med’s beach and mountain resorts, the film portrays guests owning their free time in unique, creative ways.

The soundtrack, originally created for this campaign, draws inspiration from French summers in the 60s with a slightly vintage, playfully confident tone that celebrates the campaign’s rebellious spirit.

Alongside the film, the campaign includes around ten key visuals shot by English photographer Tom Emmerson, a Young Guns 2026 winner and one of Ad Age’s “Directors to Watch”. With a visual style that sits between lifestyle and fashion, Emmerson brings a fresh, vibrant perspective to the category, creating travel imagery that feels both luxurious and welcoming.

Tom Emmerson, photographer said:

"Working on this campaign was such a joy. It was one of those rare times where everyone was on the same page. BETC Paris’ ideas were so wonderfully whimsical and perfectly encapsulate that nostalgic childhood holiday feeling. Being commissioned to capture such graphic images that feel like little postcards was a real pleasure."

 

Each photograph captures fun and slightly surreal moments in which guests’ wit and individuality take centre stage as they embrace their free time in their own way.

David Martin - Executive Creative Director, BETC Paris said:

"The creative challenge was to portray a premium world without distance or solemnity. We wanted the campaign to feel beautiful and elevated, but also fun, self-aware and full of life. That’s the essence of ‘The Art of Free Time’. Every element – from the cinematic direction to the performances, styling and music – was crafted to capture that balance between elegance and playfulness. Thanks to an exceptional collaboration between agency, client and creative partners, we were able to bring the Club Med experience to life in a way that feels both inviting and iconic."

 

Launching internationally on 6 September 2026, the campaign will roll out across television, cinema and out-of-home in Europe, the US, Latin America and Asia, as well as digital platforms and social media.