Marriott's upscale AC Hotels and agency Fred & Farid New York (FF New York) are introducing the "Unpacked" campaign that pivots away from traditional hotel marketing to focus on the chain's design and craft.
The creative builds on a social and editorial campaign originally developed by AC Hotels and digital agency LikeFriends in 2015 to showcase the people responsible for the AC Hotels experience.
Now, FF New York is introducing a new batch of visionaries that include architect David Helpern whose first property, AC New York Times Square, is slated to open in 2018; Frederick Bouchardy whose bespoke fragrance atelier recently curated an exclusive new scent identity for all of AC’s 100+ hotels worldwide; and Alberto Gonzalez from European culinary equipment manufacturer Berkel whose prosciutto slicer is used to carve thin slices of cured meats for the morning breakfast service.
The campaign debuts with a film consisting of three videos, each featuring a detail of the hotel, along with three video interviews with the relevant collaborators. Have a look at examples of the work here and here.
This campaign provides inspiration and offers authentic, engaging content for AC Hotels’ guests to pause and appreciate the present moment, says Benoit Racle, senior global brand director, AC Hotels. “Travelers who stay at AC Hotels are busy, entrepreneurial spirits, and getting into their hotel room is often the only moment they have a chance to sit back and have a moment of reflection.”
Future extensions that continue this creative concept will include podcasts, "unique" digital experiences, in-market activations, as well as introduce additional brand collaborators.