Title | Inside Out |
Agency | Ogilvy Hong Kong |
Campaign | Inside Out |
Advertiser | Shangri-La Hotels & Resorts |
Brand | Shangri-La Hotels And Resorts |
Posted | June 2011 |
Business Sector | Hotels, Resorts |
Tagline | There's No Greater Act Of Hospitality Than To Embrace A Stanger As One's Own |
Story | Without having to talk about chandeliers, infinity pools and the likes, it allowed for a more unique and compelling philosophy: Shangri-La treats guests not as king, but as kin, as family. All that was required now was for their staff to live, breathe and believe it - all 66,000 of them across 70 hotels. The only way was to get them in touch with their human side. So we focused in what other products didn't have - emotions. Before we inspired the public, we made every effort to inspire them first. We created a campaign aimed at the heart and we began building the brand from the Inside Out. |
Philosophy | Shangri-La treats guests not as king, but as kin, as family. |
Media Type | Case Study |
Sound Design Company | Chez Jean |
Executive Creative Director | Simon Handford |
Executive Creative Director | Sandy Chan |
Creative Director | Pierre Desfretier |
Copywriter | Kwei Chee Lam |
Copywriter | Edgard Montjean |
Copywriter | Troy Sullivan |
Art Director | Pierre Desfretier |
Art Director | Geneviève Hardy |
Agency Producer | James Brook-Partridge |
Account Supervisor | Adam O'conor |
Client Supervisor | Laura Leroy |
Director | Bruno Aveillan |
Producer | Martin Coulais |
Photography / Illustration | Patrick Duroux |
Music | Bruno Coulais |