Productivity has long stopped ending when we leave the office. Time spent commuting should be put to use, a free hour should be filled, and even holidays are increasingly turning into schedules of places to see and things to do. It is precisely this need to optimise almost every moment that Club Med is challenging with its new global platform The Art of Free Time.
The premise is simple: if time in which no one expects anything from us has become rare, then that very time is becoming a new form of luxury. Instead of a holiday that needs to be maximised, Club Med speaks about the freedom to do everything one wants while travelling, or absolutely nothing at all. Spontaneity, pleasure and the possibility of spending time without a predetermined purpose are becoming central to the brand’s new positioning.
At the same time, the platform represents a contemporary interpretation of the territory that Club Med has occupied since its founding in 1950. The former concept of “free spirit” is now evolving into The Art of Free Time, while the brand retains the idea of happiness “here and now” and returns to its Mediterranean heritage, rituals, sense of community and freedom as one of its key characteristics.
The change comes at a time when Club Med is expanding across the US, Asia and South America. To develop the new international platform, the brand collaborated with agency BETC Paris, which connected the company’s Mediterranean roots with a somewhat more playful response to the contemporary culture of constant productivity.
The new creative world is built around intense colours, expansive natural landscapes and situations that deliberately move beyond the expected image of a luxury holiday. The film is set across Club Med’s mountain and beach resorts, with guests spending their free time in their own, sometimes unusual, ways.
The campaign was directed by Fleur Fortuné, a French director whose work spans fashion, music and film. Her experience, including the feature film The Assessment starring Elizabeth Olsen and Alicia Vikander, was used to create a visual language that combines physical comedy, elegance and a touch of eccentricity.
The music follows the same principle. The original soundtrack was created specifically for the campaign, drawing inspiration from French summers of the 1960s and featuring a slightly vintage tone that further emphasises its freer character.
The Art of Free Time was launched internationally on 6 September 2026. The campaign will run across television, cinemas and OOH throughout Europe, the US, Latin America and Asia, alongside digital platforms and social media.
Behind the new platform is a broader shift that Club Med is trying to capture: after years in which luxury was measured by what we can buy or how much we can experience, the brand is now trying to define it through something far simpler, time in which we finally do not have to do anything.
