CITIZENS OF SLEEP

PROBLEM

How do you open six new hotels, in five cities on two continents with one campaign, when the level of awareness for your brand and values varies wildly in each market?

Solution

citizenM needed a campaign to launch themselves with a bang across America, while still working in the UK, where they had four existing properties. To do this, we looked to wider human connections which unite our guests to tell their story, and that of citizenM. As a hotel which believes in the beauty of all humans, we created a campaign capturing our citizens at their most uninhibited — whilst they slept. Shot by Amber Pinkerton, the intimate, and at times dance-like images were used to create a holistic campaign which included 2 vast hotel exhibitions, OOH in new markets, various social assets, and a reskin citizenM.com, all of which carried high-level brand messaging.