Momondo connects strangers from across the world in an ink-heavy peace project.
Travel search engine Momondo has connected 61 people from different cultures and nationalities via a string of dramatic back tattoos. With each piece done locally, all participants travelled to London to tell their stories and discuss the need for peace, banding together to form a complete (and very permanent) circle of ink.
The ad was directed by Joshua Neale through Smuggler. It is currently doing the rounds on social media, boasting more than 73 million views, 470,000 interactions, and 12,000 comments since its launch on 28 June.
This follows the brand’s viral 2016 campaign "The DNA journey", which followed 67 people as they discovered their ancestral heritage.