Travel is human
Civitatis
Traveling has always been something deeply human: asking, comparing, making mistakes, and starting over. Until we started planning “perfect” trips with ChatGPT.
More and more people are relying on AI to decide where to go, what to see and how to travel. With Travel is Human, we challenged that behaviour by using AI as the campaign’s very own creative device.
Through a series of digital executions and display ads, we used humor and irony to reveal the limits of blindly trusting AI-generated recommendations. The campaign culminated in San Elías Island—a stunning destination designed from scratch that convinced people it was real before revealing it had never existed. A simple experiment that reminded us that when it comes to travel, human experience is still the most reliable recommendation.
In collaboration with:
Normmal Agency
Instead of relying on algorithm-generated answers, Civitatis championed what no AI can replicate: real experiences. More than 500,000 reviews from people who had actually lived those journeys. Because AI can help you plan a trip. But the best recommendations still come from humans.