CITIZENM AWARENESS CAMPAIGN

Insight
The chain hotel industry is tired. The world of the Hilton, the Marriott or the Intercontinental are old-fashioned, with unnecessary items like trouser presses which come as standard. But citizenM reinvents the hotel with small rooms designed perfectly for a city stay today. As citizenM opened more hotels in the US, we wanted to introduce it as a challenger brand amongst the old-fashioned, dominant hotels in the US.

Idea
We made a campaign of sleeping humans who are tired of tired hotels. Focusing on sleep to explain our audience's fatigue at mainstream hotels, we poked fun at the tired industry.

Concept, art direction, copywriting
With – KesselsKramer London
Photography – Amber Pinkerton