CITIZENS OF SLEEP

Insight
citizenM hotel's rooms are small because they don't have any unnecessary items in them, like the trouser presses or ironing boards that other hotels do. But when they opened several new hotels in the US, this bigger-is-better audience were struggling to understand the smaller, refined concept. So we decided to double down on the small room for this new audience, to be divisive in our marketing strategy.

Idea
As an extension to the global awareness campaign, we plastered our sleeping citizens to the windows of new citizenM hotels, to make it look like our guests were squashed inside their rooms.

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