A concept campaign for Vrbo written during my Campaign Writing class in 2022. "Home for a Good Time" follows Emma Chamberlain on her first vacation post-COVID, capturing the emotional shift from isolation to rejuvenation — and positioning Vrbo as the go-to for rest, reset, and a little fun embracing the “new” new normal.
Service
Campaign Strategy, Copywriting
Client
Vrbo
Year
2022
The global events of 2020 reshaped not just how we move — but why we move. Language shifted. Priorities realigned. And the idea of “getting away” became less about indulgence, and more about healing.
To tell this story, I imagined a
post-pandemic travel campaign through the lens of Emma Chamberlain, YouTuber, style icon, and the trendsetting voice of Gen Z.
In Home for a Good Time, we follow Emma on her first real trip outside her apartment, embracing the weirdness, joy, and reflection that comes with re-entering the world. No crowds. No five-star resort. Just space, rest, and a reminder that sometimes solitude is exactly what you need.
This campaign tapped into a unique cultural window — one where audiences were craving relatability over aspiration, and where brands had the chance to meet them with empathy, not escape.
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:30 MANIFESTO
A lot changed in the past year…
We paused the good times.
We stayed home.
We got resourceful.
We focused on what mattered.
We were patient.
We were tested.
We grieved.
We learned.
We struggled.
But here we are — on the other side.
And we can carry everything we learned
while still moving forward.
So with that being said…
Let’s keep zooming —
because we need a closer look at this out-of-office moment.
Let’s stay masked up —
because no one deserves a little R&R like you, queen.
And hey, sometimes isolation isn’t the worst thing in the world —
especially when the moment’s right.
So savor it.
Because this is the “new” new normal.
And we’re not staying long.
Vrbo
Home for a good time.
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Top Google searches in 2020
How to donate to Black Lives Matter
How to make hand sanitizer
Kobe Bryant
Covid testing near me
Coronavirus symptoms
Election results
How to make a mask without sewing
:60 MANIFESTO FILM
VO: A lot changed in the past year…
We open on a cluttered desktop as someone types "Vacation Spots 2022" into the search bar and its corrected to "Vaccination Stats 2022."
VO: We pressed pause on the good times
We see the laptop shut and flashback to the same desktop but empty, without any of the clutter that gave it it's charm.
VO: We stayed home
The laptop reopens. A search bar glows. Emma types: “How to make hand sanitizer.”
VO: We were resourceful
Cut to her now searching "How to donate to Black Lives Matter," a homemade hand sanitizer sits on the desk.
VO: We focused on what matters
Cut to her searching "Election Results," a BLM poster is now on the wall along with an I Voted sticker on her laptop.
VO: We were patient
She types: “Coronavirus symptoms,” stifling a cough. A tissue box enters the frame.
VO: We stayed home… for so long
Cut to her searching "Covid testing near me."
VO: We were tested
Cut to her searching "Kobe Bryant."
VO: We grieved
Now: “How to make a mask without sewing.” Fabric and glue scatter across the desk.
VO: We learned
She closes her laptop slowly. Head bowed. She stands up and walks off-screen.
VO: We struggled
Time passes. The light shifts. She returns — this time with a suitcase, dressed in something chic and vacation-ready.
VO: But now... we're on the other side
We hear a front door click shut. A cat strolls across the desktop.
VO: And we carry everything we’ve learned, while still moving forward.
Cut to a sun-drenched alleyway in a quiet Spanish-style village. Emma enters her stay.
VO: So with that being said
She and her friends unpack. Pop champagne. Laughter bubbles up with the fizz.
VO: Let’s keep zooming —
because we all need a closer look at this out-of-office moment.
Someone zooms in on their phone, snapping a pic of Emma in full Instagram-worthy glam on the beach.
VO: Let’s stay masked up —
because no one deserves a little R&R like you.
Cut to applying face masks, fuzzy robes, snacks, and wine around a cozy kitchen table.
VO: And hey… sometimes isolation isn’t the worst thing in the world. Especially when the timing feels right.
Emma lies in bed, a breeze drifting through linen curtains. A book in hand. A soft, slow exhale.
VO: So savor it while you can.
Because this is the "new" new normal.
She packs her bag. Pauses at the door. Looks back once more — and closes it gently behind her.
VO: And we’re not staying long.
Vrbo
Home for a good time.
"Every week, Caroline blew me away with her storytelling and conceptual skills. Her Vrbo campaign was exceptional — like, they should make that TODAY! She’s a super-talented creative with a clear future in the industry."
Carlyle Garrick, Creative Director at Media Arts Lab
Professor of Campaign Writing, University of Oregon
