Goodby Silverstein & Partners launched the latest in its “There’s Never Been a Better Time” campaign for Cisco with an intriguing look at what a space hotel would look like. GS&P launched the campaign last May with a series of ads marking the brand’s first work under new CMO Karen Walker. The next month, the agency rolled out an optimistic “Pep Talk” delivered by Ewan McGregor.
For the latest effort, promoting Cisco Spark, a team messaging and online meeting platform, Cisco collaborated with a space explorer, interior designer astronautics professor and travel expert to dream up and design a space hotel with an unbeatable view. GS&P in turn created a short film documenting how the team utilized Cisco Spark to bring the project to fruition, as well as a 360-degree experience of the hotel itself.
“The Making of the Space Hotel” is sort of an odd way to promote Cisco Spark, but it does fit with the campaign’s sense of unbridled optimism and the message is clear, even if it’s a long trip to get there: the collaborative tool can enable users to accomplish just about anything. It’s also just a fun and intriguing concept, which is further evidenced by the 360 degree experience allowing viewers to explore the space hotel itself. While such “experiences” often feel gimmicky and forced, it’s hard to imagine anyone not wanting to see what a space hotel looks like and the immersive video actually delivers on the promise.
“Late last year, both President Obama and Elon Musk announced plans for a trip to Mars, so this idea doesn’t seem that far fetched,” GS&P associate partner, creative director Will Elliott told Adweek. “Our new campaign shows how Cisco Spark helps teams turn big ideas, such as the galaxy’s first space hotel, into reality.”
“What’s really interesting is today’s technology is enabling the move from fiction to fact,” added David Barnhart, the professor of astronautics who collaborated on the effort. “We are all wanderers and explorers, and now it’s time for us to look outside to space.”
Credits:
Client: Cisco
Agency: Goodby Silverstein & Partners
Co-Chairman: Rich Silverstein
Chief Creative Officer Margaret Johnson
Creative Director: Will Elliott
Creative Director: Patrick Knowlton
Art Director: Maggie Bradshaw
Copywriter: Jonathan Pelleg
Associate Design Director: Angie Elko
Art Director: Aaron Dietz
Copywriter: Mandy Dietz
Executive Producer: Hilary Coate
Sr. Producer: John Riddle
Account Director: Tanin Blumberg
Account Manager: Chris Nilsen
Account Manager: Sam Thayer
Brand Strategy Director: Mike Ronkoske
Brand Strategist: Nora Alibhai
Business Affairs Manager: Anna Diokno
Project Integration Director: Mallory Frye
Production & Post: Gentleman Scholar
Director: William Campbell
Director: Will Johnson
Director of Photography: Tom Banks
Executive Producer: Jo Arghiris
Head of Production: Rachel Kaminek
Sr. Producer: Jake Hibler, Kirsten Noll
Music/Sound Design: Yessian
CCO: Brian Yessian
Head of Production: Michael Yessian
Executive Creative Director: Andy Grush
Executive Producer: David Gold
Sr. Producer: Katie Overcash
Composer: Marc Jacobs, Daniel Johnson
Sound Design: Jeff Dittenber, Benjamin Lantz
Audio Mixing: Lime Studios, Rohan Young
—Ad: “Cisco Spark: 360 Space Hotel Tour”
Agency: Goodby Silverstein & Partners
Co-Chairman: Rich Silverstein
Chief Creative Officer Margaret Johnson
Creative Director: Will Elliott
Creative Director: Patrick Knowlton
Art Director: Maggie Bradshaw
Copywriter: Jonathan Pelleg
Associate Design Director: Angie Elko
Art Director: Aaron Dietz
Copywriter: Mandy Dietz
Executive Producer: Hilary Coate
Sr. Producer: John Riddle
Account Director: Tanin Blumberg
Account Manager: Chris Nilsen
Account Manager: Sam Thayer
Brand Strategy Director: Mike Ronkoske
Brand Strategist: Nora Alibhai
Business Affairs Manager: Anna Diokno
Project Integration Director: Mallory Frye
Production & Post: Gentleman Scholar
Director: William Campbell
Director: Will Johnson
Executive Producer: Jo Arghiris
Head of Production: Rachel Kaminek
Sr. Producer: Jake Hibler
Sr. Producer: Kirsten Noll
Technical Director: Tim Hayward
Designer: James Levy
Designer: Paul Kim
Designer: Juan Carlos Cuadra
3D Animator: James Lane
3D Generalist: Bill Maloney
3D Generalist: Kevin Lim
3D Modeler: Travis Mangaoang
3D Modeler: Mike DuPree
Lighter: Erick Schiele
Lighter: Patrick Surace
Lighter: Robin Kim
Lighter: Paul Hargrave
Compositor: Ryan Kaplan
Compositor: Rachel Choi
Compositor: Steven Escarcega
Compositor: Hector Cabrera
Music & Sound Design: Yessian
CCO: Brian Yessian
Head of Production: Michael Yessian
Executive Creative Director: Andy Grush
Executive Producer: David Gold
Sr. Producer: Katie Overcash
Composer: Nathan Padgett
Composer: David Voyzey
Composer: Dan Zank
Sound Design & 360 Binaural Audio Mix: Jeff Dittenber
Sound Design: Weston Fonger
360 Binaural Audio Mix: Scott Gatteno