BETC recently launched a new campaign for ibis hotels focusing on the chain’s communal spaces with a musically-themed broadcast spot.
In the spot, entitled “Room to Play,” a group enjoy spending time in one ibis’ communal spaces. Each move a guest makes elicits a specific sound, until the entire room is playing in unison to Caribou song “Crayon.” It’s a fun approach, a welcome departure from the typical fare in the category which helps ibis stand out.
“The musical execution dramatises ibis’ unique design and guest offering, proving that it’s a desirable destination for everyone – whether you’re a business traveller, couple on a city break or young family on holiday,” explains BETC London Creative Director Rosie Bardales.
The ad, which is being broadcast in both 30 and 60 second versions, debuted last Friday across Channel 4 owned and partner channels, and will also run during the new season of Homeland beginning on October 24th. “Room to Play” will be supported by in-hotel activations which use “sound to bring a further surprising, interactive experience to hotel guests in ibis shared spaces.”
Credits:
ibis
VP Marketing, Communication Accor UK & Ireland: Karelle Lamouche
Marketing Director, Accor UK and Ireland: James Wheatcroft
BETC LONDON
Art Director: Dave Hobbs, Ciara O’Meara
Copywriter: Richard Stoney, James Briggs
Head of Broadcast Production: Julia Methold
Broadcast Producer: Samara Zagnoiev
Planner: Felipe Pires-Dias
Business Director: Anna Izbicki
Account Manager: Leo Town
Project Manager: Kate Blumer
PRODUCTION COMPANY: Riff Raff
Director: Clemens Habicht
Director of Photography: Duncan Telford
Producer: Tiernan Hanby
EDITING COMPANY: Final Cut
Editor: Steve Ackroyd
AUDIO POST: 750MPH
Sound Designer/Mixer: Sam Ashwell
MUSIC: Caribou (artist) – “Crayon” (track)
Music Company: Woodwork and BMG Chrysalis
POST PRODUCTION: Electric Theatre Collective
VFX Supervisor: Paul Wilmot
Colourist: Aubrey
VFX Producer: Alannah Currie
MEDIA AGENCY: Havas Media