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Aurigny Airlines: Bringing Mavis Home – Creative Social

After helping share Mavis Brown’s story with Guernsey, there was only one thing left to do. Bring her home.

Mavis had left the island as a little girl during the Second World War, evacuated from the place she loved and carrying those memories with her for a lifetime. Her story was warm, moving and incredibly human, and after the first film reached hundreds of thousands of people, it was clear that this had become much bigger than content.

This was about giving Mavis the chance to return to Guernsey for Liberation Day, reconnect with the places that shaped her, experience the island with her family and feel the warmth of a community that had already taken her story to heart.

Some projects are built to generate reach. This one was built to mean something.

The Brief 

Bring Mavis Brown back to Guernsey for Liberation Day and capture the experience in a way that felt honest, emotional and true to her story.

The challenge was balancing a lot of moving parts without ever letting the logistics get in the way of the emotion.

Flights, family, filming, island locations, Liberation Day events, vintage vehicles, community moments and a story that needed to be handled with real care.

This was not about staging a glossy brand moment.

It was about documenting something real as it unfolded, letting Mavis’s lived experience guide the story, and creating a film that helped people understand what returning home really meant.

 

The Creative Idea

We created a documentary-style follow-up film around Mavis’s journey back to Guernsey, capturing her return to the island she had left as a child evacuee and the moments that followed during Liberation Day.

The idea unfolded across three connected layers:

– A surprise journey home with Aurigny Air Services, bringing Mavis and her family back to Guernsey

– A sensitive documentary shoot following her reconnection with the island, the celebrations and the people around her

– A wider collaboration between Aurigny Air Services, IWM, Manchester Airport Group, Aether Terminal, Visit Guernsey and many other partners

The power of the story came from not over-controlling it.

We followed the moments you simply cannot script in advance: the memories that came back, the places that mattered, the conversations with family, the warmth from the island and the emotion of seeing someone return to somewhere that had never really left her.

This is the kind of storytelling that only works when a brand is brave enough to step back from selling and give the story the space it deserves.

 

What Aurigny Said …

“This is the second project we’ve worked on with Hussel – which differed significantly from the first – yet, each time they’ve demonstrated a solid ability to source the right talent for the right projects. This one had to be delicately handled, whereby we entrusted Hussel to work with a vulnerable customer directly – they worked with great care, empathy and professionalism and I’d have no hesitation recommending Hussel as a trusted partner”

Samuel Talbot – Head of Marketing, Brand & PR

Results

The campaign became one of the most meaningful pieces of work we have ever delivered.

– Over 600,000 views

– Huge emotional engagement across social media

– Widespread awareness of Mavis’s story across Guernsey

– A whole island connected with her journey home

– A Liberation Day film that brought together history, family, memory and place

– A major collaborative project involving Aurigny Air Services, IWM, Manchester Airport Group, Aether Terminal, Visit Guernsey and many other partners

– A once-in-a-lifetime experience created for Mavis and her family

– Possibly the most amazing story we have ever had the privilege to capture

This was never just about views.

It was about resonance.

Conclusion

Bringing Mavis home was one of those projects that reminds you why storytelling matters.

People often think marketing is adverts, sales tactics, media spend or flashy campaigns, but the work that stays with you is the work that connects on a human level.

The work that gives someone’s story a platform. The work that makes people stop scrolling not because they have been tricked by a hook, but because they genuinely feel something.

Aurigny Air Services truly helped bring a story full circle.

They gave Mavis and her family a Liberation Day they will never forget, while giving the island a story that connected its past with its present in the most human way possible.

For Hussel, this was more than a campaign.

It was a reminder that the best work does not always come from shouting louder.

Sometimes it comes from listening properly, caring deeply and knowing when the story in front of you is already powerful enough.

“This is the second project we’ve worked on with Hussel - which differed significantly from the first - yet, each time they’ve demonstrated a solid ability to source the right talent for the right projects. This one had to be delicately handled, whereby we entrusted Hussel to work with a vulnerable customer directly - they worked with great care, empathy and professionalism and I’d have no hesitation recommending Hussel as a trusted partner”
Samuel Talbot

Head of Marketing, Brand & PR - Aurigny Airlines

"For our EatClub Manchester launch, we trialled something a bit different and went all in on an immersive, high-energy, food-led approach, partnering with the incredible Lewis Ellis and his team at Hussel Media. Safe to say, he truly lives up to the word hustle 🔥 the energy and passion he brings is contagious. We ran a 2-day guerrilla-style food van takeover, offering EatClub restaurant food (partnering with 2 local EatClub venues) to locals in exchange for trialling the app. he activation achieved high visibility, irl engagement, a lot of fun and value exchange but most importantly, it didn't just create buzz, it drove real trial and communicated to consumers and venues what EatClub is all about."
Talina Cruz

Head of Brand & Comms - EatClub

“What impressed me most was whether the whole of Guernsey would really light up their hearts and light up the skies as the aircraft circled above. And they did. What a testament that is to everyone involved. Every bit of work was well worth it. It’s been extraordinary to be part of campaign involving our team from Aurigny, and an outside organisation like Hussel, who cares so much about projects of this nature.”
Phillip Saunders

Chief Commercial Officer - Aurigny Airlines

We have worked with Lewis for the last 6 months to help us create unique brand experiences that result in buzz and social content and ultimately visibility to drive a positive change in brand perception. Lewis is extremely innovative and understands how to turn a brand vision into a real life experience that is highly impactful. It’s not just about the experience itself - it’s the finer details that make his campaigns stand out. Each campaign has delivered extremely high reach and engagement. What has been most impressive is how authentic the ideas have been and close to the brand DNA
Rhiannon Scarlett

Chief Marketing Officer - TGI Fridays

"Lewis’ ability to create out of the box and engaging campaign ideas is a real superpower, especially in a world where simply throwing money at a paid ad is often mistaken for great marketing. Our recent Free Burger Booth activation allowed us to engage with new and existing guests, capture data, create incredible content and give people a new reason to talk about our brand. Having Hussel to call on to add a new dimension to a campaign is a tremendous gift! I trust that my brand is not only safe in the hands of Lewis and Hussel, but that whatever crazy idea they pitch will excite our audience, energise my marketing team and impress our stakeholders."
Holly Hatwell

Brand Manager - Revolution Bars

"Absolutely love working with Hussel. We have been working with Lewis and his team for a year now and he always goes above and beyond. He listens to what our priorities are, guides us to the best solution and adapts our plan with him to suit. His experience and knowledge is second to non and he always has our company’s best interest at heart. We feel like the Hussel team are an extension of our own and we are looking forward to the next chapter of working with them."
Katie Clay

Operations Director - Gamble FS

"It's been a blast working with Lewis and the Hussel Marketing team since the start of 2023. Lewis brings a new dimension, thought process and a level of Marketing expertise that we just don't have in our current business set -up. Lewis has become a welcome extension to our business. Lewis is full of energy & enthusiasm and is clearly passionate about his subject. If you can deal with the pace - I'd fully recommend having this marketing innovator on-board."
Nick Ratcliffe

Marketing Director - FASTSIGNS Manchester

Lewis came into the business with a completely fresh perspective and quickly challenged the way we were thinking about marketing. He didn’t just suggest ideas, he helped us rethink how we position HardHats, how we communicate our value, and how we consistently show up in front of the right people. Since working together, we’ve seen a clear increase in inbound leads, new customers coming through the door, and, just as importantly, far more people talking about HardHats within the industry. The brand feels more confident, more visible, and more credible as a result. Lewis brings energy, clarity, and a genuine understanding of how to turn marketing into something that actually drives growth. It’s made a real difference to the business.
Ashley Lewer

Owner / Founder - HardHats UK

"Lewis is my (not so) secret weapon for disruptive PR! We've worked on some brilliant brand activations this year with Revoluciòn de Cuba and I can't wait to carry on creating memorable moments, flipping the familiar into a fiesta. Our most recent activation in Birmingham Bullring was beautifully pulled together, the video has been a hit internally and i'm excited for the content to hit our digital channels for guests to see. Lewis is professional, enthusiastic, innovative and I feel confident that he can literally pull anything off we dare to dream up!"
Kate Hawkshaw

Brand Manager - Revolución de Cuba

"Hussel were exactly what we were looking for as a think outside of the box marketing agency. Brennan worked with Hussel to produce a video for use as an advert on our social media & YouTube channels. Lewis and his team were fantastic to work with & delivered exactly what we were looking for with the tone & presentation of the video. We've been so impressed with the first video they produced for us that we've decided to turn this into a series of adverts for our company. We're really happy to continue to work with Hussel and produce some compelling but fun content for our customers."
Baneet Grover

Marketing Manager - Brennan Industries

The Hussel team have recently built HM Staffing a new website and we are blown away by the site and the results it's delivering. From the start of the process to the end we had no issues and Lewis was always just a phone call away to help with any questions or changes. Massive thank you to the Hussel Team for building us a website that doesn't just look nice but also converts clients and represents our brand.
Harry Portch

Owner/Director - HM Staffing

Lewis and Hussel is not just another Marketing place. Working with Lewis developed and in time, he felt like family. His ideas are wild and unique and designed to engage and intrigue resulting in 100s of thousands of views if not millions. He ran a cancer awareness campaign for us and created an investor video ad in under a week. The results were stunning and a great showcase of his talent as an artist. I expect huge things for him and his company and expect this to be the start of his firm exploding!!
Jeff Stephens

Owner/Director - Infusion 51a

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