The Best You by Klook

Objective

Klook, Asia's leading travel and experiences platform, launched its first global brand campaign across 13 markets in partnership with lifestyle influencer Marie Kondo. Driven by research revealing Millennials and Gen Z travelers' desire for personal transformation, the campaign repositioned travel as a catalyst for self-discovery and personal growth, shifting brand perception from a transactional booking app to a lifestyle experiences brand.

Solution

The centerpiece is an interactive story-driven quiz where travelers answer narrative questions to discover one of eight distinct travel personas based on MBTI principles, unlocking personalized, bookable Klook experiences. The experience features draggable card interactions, 3D character design, microinteractions, and a minimalist orange-and-white aesthetic. A ten-minute film (shot with real travelers and creators, no AI deepfakes) anchors the campaign, alongside a curated Japan itinerary including samurai workshops, kintsugi sessions, and robot dance classes. Developed by The Secret Little Agency (TSLA) and Unseen Studio, the quiz lives at experiencethebestyou.com.

Results

The campaign inspired over 500 KOLs to travel and share their discovery journeys. The Best You by Klook received the Awwwards Site of the Day award on June 11, 2025, with scores of 7.44/10 overall, 7.59/10 for design, 7.92/10 for creativity, and 8.60/10 for animation execution.