Whilst already being the biggest operator in the region, Marriott International has ambitious plans for growth in the Middle East and Africa. They asked us to create a campaign that would change the often simplistic and reductive perceptions of the Africa and The Middle East, and inspire travelers to come to region and enjoy it with Marriott.
Aspect developed a guest centric approach which resulted in the brand positioning “See Beyond”, which challenged viewers to see more of the region that just the ‘traditional sites’.
This guest centric approach resulted in a Hero film with naturally observed human moments that feel authentic yet grand and cinematic. The film is a celebration of the diversity of the region.
Even for travellers who feel they know this part of the world, this film was an opportunity to surprise them and challenge expectations. Subtle product placement and a clever brand reveal would drive brand affinity amongst our audience.
“There was a moment when I realized we had something very special”
Virgine Liddawi, Director of Partnerships & Content Marketing
We were asked to create a brand campaign to showcase Cass in an unexpected way – not just your average business school. And truly bring to life the Cass brand strap-line ‘extraordinary calling’. This film was central to a full online campaign. The results speak for themselves; with 1.4 million views in the first month, as well as great levels of engagement, across all Cass social platforms!
We were asked to create a series to introduce the wide range of unique brands within Accor. Each film needed to bring to life the individual brand positioning statements as well as communicate key data and insights relating to that brand in an interesting and engaging way.
Etihad Airways wanted to create a new inflight film to celebrate Etihad’s fashion partnerships and connectivity across fashion capitals worldwide. Runway to Runway was developed to draw parallels between the production of a high-end fashion show and the preparation that goes into ensuring a safe and comfortable flight for Etihad guests.
