Joe Marler Checks Into a Sunny 3D Billboard to Tackle Britain’s Winter Blues

Following a staycation stint at a familiar Scottish castle, Celebrity Traitors star Joe Marler has swapped British winter days for something brighter - checking into a sunshine filled giant 3D billboard on a busy London street.

Joe, the former England rugby player and mental health advocate has partnered with loveholidays to highlight how the dark winter months impact our wellbeing, and why booking a holiday can be the ultimate mood booster.

Following a competitive pitch in September, this activation marks ARK’s first campaign for loveholidays since being appointed as the brand’s lead creative agency. ARK has been tasked with creative strategy and campaign delivery, bringing a bold, experiential approach to loveholidays’ research; raising awareness of how a winter break can boost wellbeing.

The unexpected ‘holiday’ is the centrepiece of the new activation created by ARK. Designed to look and feel like a slice of summer paradise, the eye-catching installation from the online travel agent sits opposite Shoreditch Boxpark, and features real sand, sun loungers, beach inflatables and artificial sunshine, to remind passers by that living in the darkness isn’t forever.

The idea comes in response to new research commissioned by loveholidays that reveals the stark reality of Britain's winter darkness. A study of 2,000 working adults found that full-time employees see just 90 minutes of daylight per week during winter months.

Over half of Brits (58 per cent) head to and leave work in darkness, and half (56 per cent) go without daylight for four consecutive days. It's no surprise that three quarters (76 per cent) say the lack of sun makes them crave a holiday in the heat.

The impact of the lack of sunlight on mental health is notable; a quarter of Brits (24 per cent) report feeling glum, while half (54 per cent) say the darkness drains their energy levels.

Three quarters (76 per cent) say a winter getaway would positively impact their mental wellbeing, with 68 per cent claiming that having a holiday plan to look forward to boosts their mood.

Joe Marler, who has openly shared his own mental health journey during his rugby career, said, "When it gets dark, it’s easy to feel down, but it’s only for a few months a year.

“The research shows that so many people don’t see much daylight at all when the nights draw in, and that leaves them longing for a holiday."

“I’m excited to be teaming up with loveholidays to go on a mini break in their billboard, to show people there is a light at the end of the tunnel, and the sun is never far away.”

According to the study conducted by OnePoll, 37 per cent of Brits feel they need a holiday most during winter. Of these, half (50 per cent) say it's specifically to boost their mood, as 81 per cent admit to feeling happier when there's sunshine outside working hours.

​Edward Usher, creative partner, ARK Agency said, “Winter leaves people short on daylight and, often, short on optimism. But research has shown having a holiday to look forward to is a powerful mood-booster, so we saw a chance to show just how uplifting that anticipation can be. If just seeing a holiday scene can lift your spirits, imagine what booking the real thing can do. It’s a simple, positive story that we hope can bring a little sunshine this winter."

Al Murray, chief marketing officer, loveholidays added, “Discovering that holiday planning can meaningfully improve people’s wellbeing during winter inspired us to think differently. This is our first piece of work with ARK and instinctively, they understood our ambition. We’re delighted with the result; a campaign that doesn’t just advertise sunshine, it gives people a moment of it during a dark and cold day.”

The loveholidays billboard installation will run for five days in Shoreditch, creating a slice of summer paradise in the heart of East London. It serves as a reminder that while Britain's winter darkness is temporary, a sunshine escape is just a tap away.

ARK Agency has had a stellar first year, launching Huel’s first-ever global campaign, ‘Every Fire Needs Its Fuel’, and driving Löfbergs’ bold UK debut with ‘Feel the Lof’. They’ve been appointed as Agency of Record by big names like Binance, Loveholidays, DR Vegan, CBIE, and Magners, for whom they unveiled ‘That’s Magnertism’. At the same time, ARK bolstered its leadership: award-winning creative duo Xander Hart and Edward Usher joined from Adam+EveDDB as creative partners, and producer Hannah Needham became production partner. ARK is steadily solidifying its place as a rising creative powerhouse.