Driven Agency - Discover the unexpected

ibis Styles

Part of the Accor Hotels Group, the ibis Styles are a new breed of premium economy hotel with stimulating design, bursting with colour and style. Creative and urban, every little detail has been thought out, offering an experience full of surprises with each hotel having its own unique design, theme and personality.

Client

ibis Styles
Partners

Jack Harlem
Danny Camara
Adam Harriden
Industry

Hospitality
Services

Creative ideation
Still photography
Film production
Campaign creative

The challenge

Positively engage with guests new to Brisbane

The hotel reception acts as the heart of the building in which guests can truly be inspired by the hotel experience. We were tasked with creating a film to engage with guests in this space.

However, instead of just creating a film, we saw an opportunity to develop a campaign that offers a rich and more memorable experience for guests staying at ibis Styles Brisbane Elizabeth Street.

There is an increasing demand for travel experiences that resonate on a deeper emotional level. Consumers want a more personalised experience and satisfaction, they have a desire for self-discovery.

Customer Insight

The idea

Driving adventure and discovery

We collaborated with unique local businesses and creative minds to develop a series of short films that calls for adventure and discovery.

By placing photographer Josh Kelly and film maker Danny Camara into the Brisbane CBD community, we were able to create a series of unique and authentic stories using still photography and moving footage.

Micro-stories

The magic of the unexpected

Our objective was to deliver captivating micro-stories that bring to life the unexpected magic of the local area and the people that make Brisbane so special. Each film is focused around one key cultural pillar – food, clothing, coffee, art and music. Striking black and white imagery and footage contrasts against the bright colourful foyer, capturing guests attention form the moment they enter the hotel.

We had an amazing canvas, we just needed to tell a memorable story that set the tone for all those who visit. The team at Driven went over and above in answering this brief. These short films not only provide our guests with unexpected places to visit during their stay, but they also allow a connection with local business to help bring potential customers through the door - what a wonderful idea.

Todd Creighton, General Manager

Ibis Styles Elizabeth Street Brisbane

Visual storytelling

Raw, honest and authentic characters

Raw photography helped bring out the authentic characters we uncovered throughout the campaign. While the use of monochromatic imagery added an extra sophisticated and edgy style to each of the short films.

Activation

Supporting the campaign

The short films were supported with a postcard and a website landing page showcasing all 10 films. Each postcard encouraged guests to scan the QR code, linking them to each location featured in the films via the landing page.

Our campaign didn’t just entertain guests visiting the ibis Styles, it brought the local Brisbane CBD community together and allowed people to have a deeper connection and a more personalised experience while visiting Brisbane.