Hasta La Creative!

Back in November, we posted on Minneapolis indie agency mono winning AOR duties for the Loews hotel chain.

The first campaign debuted today, and its message to travelers aspires to the universal: get off your damn phone and do something already.

That copy is WORKING so hard, you guys.

But we like the wonder/wander pairing, and there’s a bigger truth here: most people do go on vacation to escape the sorts of things they would be doing at home … like obsessively updating their social media profiles. That’s what #latergram is all about, right?

And yes, there really is a basic human desire to have varied experiences, lest your life get a little too monotonous. You’re not a gifted child; not everything has to be scheduled and scripted down to the minute.

“At Loews Hotels we understand that travel is a human need,” said client CMO Oliver Bonke. “Through A Wonderful Place to Wander, we’re able to perfectly capture the curiosity of our guests and their desire to create new experiences through travel.”

The work starts running in pre-roll form on YouTube, Facebook, Instagram, etc. today. Future campaign activations will include more digital placements in addition to banner ads and local print placements. The campaign homepage includes some other elements as well.

“We are proud to introduce our first campaign as the agency of record for Loews Hotels,” said mono founder and managing partner Jim Scott. “Their unique service culture and distinctive properties offer endless storylines and we look forward to inspiring wanderlust with this new work.”

On that note, remember this video?

A commercial set in a Holiday Inn shows a Chinese family snuggling up in bed, with mom, dad and daughter all wearing complimentary hotel slippers. Why focus in on a small thing like slippers? They’re part of a master plan to win over Chinese travelers by getting the details right.

Holiday Inn’s parent company, InterContinental Hotels Group, has made a digital advertising push lately around its hospitality effort for Chinese guests traveling overseas. Short, simple video ads by Ogilvy Shanghai tell stories about the little comforts the hotels offer to Chinese travelers far from home — Chinese dumplings in Paris, a Mandarin speaker at a hotel’s front desk in Seattle, or something as basic as disposable slippers, something Chinese hotel guests look for. The effort to court China’s outbound travelers carries across all the company’s brands, including Crowne Plaza and InterContinental.

China has more overseas travelers than any other market: 135 million in 2016, up 6% from the year before. And China’s tourists spent $261 million on international trips, more than double what Americans spent, according to U.N. tourism statistics. Big international hotel groups are trying to woo them with hospitality programs that offer tea and Chinese-language tourist maps. IHG’s program targeting outbound Chinese tourists is called Zhou Dao, which roughly translates to “InterContinental welcome.”

Continue reading at AdAge.com

Integrated
Chevrolet

In collaboration with McCann Canada, Soft Citizen’s Co.Lab set off on a month long cross Canada road trip, to capture the raw essence, beauty and charisma of our country, for Chevy’s Canadian Dream campaign.

In traditional Co.Lab form, Justin and Jeremy integrated a mixed media application capture of content by utilizing iPhones, DSLRs, 16mm and 35mm film cameras for both stills and live action in addition to shooting with Alexas. A selection of their stills can be seen in the out of home work in market.

Advertising Agency:Commonwealth//McCann, Canada
Chief Creative Officer:Darren Clarke
Executive Creative Director:Josh Stein
Art Directors:Nick Noh, Erikson Melton, Paisley McCrory, Li Cai
Copywriters:Binoy Zuarte, Osman Rahmani
Strategist:Mary Chambers
Account team:Calvin Daniels, Mark Dicks, Scott Milson, Daniel Ehman, Tommy Chan, Stephanie Conley
Director:Co. Lab
Production Company:Soft Citizen
Executive Producers:Eva Preger, Link York
Head Of Production:Rob Burns
Line Producer:Kelly King
DoP:Norm Li
Post Production:Saints
Editor:Danica Pardo
Vfx:Fort York

Print
Nuticia-Fortisip

Our client, Nutricia, has an extensive portfolio of oral nutritional supplements (ONS). Nutricia challenged us to develop a creative campaign that would resonate with their customers, dietitians, and encourage them to choose and prescribe supplements from their ONS range. Nutricia’s range of nutritional supplements can help support a patient’s medical recovery and is integral to the continuum of care. What do patients love doing? What could they get back to with the help of Nutricia’s ONS range? We used a range of everyday objects, which represented activities that Nutricia’s supplements could help patients get back to, and wrapped these in distinctive, range-printed paper. The resulting ads are simple, subtle and beautifully executed.

Helping you to unwrap their possibilities.

Advertising Agency:Life Healthcare, Windsor, United Kingdom
Creative Director:Chris Owens, Catriona Hampton
Art Director:Chris Owens
Copywriter:Catriona Hampton
Photographer:Ashley Cameron

Direct Marketing, Design
Radioacktiva

Advertising Agency:DDB, Bogota, Colombia
Ceo:Borja de la Plaza
CCO:Leo Macias
Creative Director:Juan Carlos Espitia, Mario Leon
Copywriter:Brenda Jácome, Felipe Cendales, Diego Tovar
Art Director:Mario Leon, Juan Carlos Espitia, Eddie Baldosea, Leo Macias
Executive Account Director:Luis Fernando Castilla
Audiovisual Production Director:Rubén Darío Lozano
Producer:Andres Mejía
Director Production Graphic:Dolly Cantor
Director:Jaime Gonzalez
Executive Producer:Carolina Bermúdez

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