Butlin’s has launched their ‘Summer Breaks’ sponsorship of ITV’s The Voice Kids, with the campaign creative and production by ITN Productions.

The family-focused sponsorship series premiered on Saturday June 10 with the tagline Discovering Something Special. This creative informed the wider Butlin’s Summer Breaks Campaign Turning Your Summer into Something Special.

The idents aim to challenge perceptions and exceed expectations, as we follow a family discovering Butlin’s for the first time in a series of authentic moments.

To standout from music driven The Voice Kids, the idents feature the sounds of the classic British seaside recorded at Butlin’s: children laughing and playing, fairground rides, seagulls and waves crashing in the sea.  These soundscapes are designed to make the viewer feel they are experiencing a ’seaside break’ from the comfort of their own home.

Creative & Production: ITN Productions
Director of Advertising Production: Adam Barnett
Head of Creative: Kathryn Cox
Executive Producer: Jemma Cassey
Producer: Jennifer Collins
Director: Shona Auerbach
Production Managers: Nancy Eite-Cooper
Offline and Online Editor: Rhyss Hall