To support Marriott International’s first foray into category marketing, we focused on a shared service philosophy across the four brands to be featured: Courytard by Marriott, Fairfield Inn & Suites, Four Points by Sheraton and SpringHill Suites. Inspired by letters from real guests, the Golden Rule campaign was developed to showcase this philosophy by highlighting human connections that occur as a result of treating others they way you would like to be treated. The centerpiece of the campaign, “Human,” is a 60 second anthemic spot that celebrates Marriott’s history of warmth, familiarity and the genuine human connections. To complement the 60 second spot, we created a series of 30 second spots that feature individual stories of associates from each of the featured hotels delivering the golden rule philosophy in their own unique way. Additionally we created long form content to tell the real life stories that inspired the campaign through documentary-style videos.
Reel Chicago, 08/25/2017
The USTA’s “You In?” campaign for the US Open takes the experience of the Open to the streets of New York – literally. To express the Open’s unique blend of grit and glamor that only could happen in New York, the campaign features the world-class stars of tennis playing across the buildings of New York City.
The Drum, 08/30/2017
|Client||Start Year||End Year|
|The Clorox Company||2016||Current|
|United States Tennis Association||2013||Current|
We never forget that a great idea is best brought to life through powerful storytelling. We take complex issues and a multi-tiered set of constituencies and tell a simple, emotionally persuasive story based on a shared set of core beliefs and values. Through these beliefs and values we take brands and elevate them into icons. Our goal is to always create the icons of the categories in which we work. This is why some of the world’s most recognized companies call mcgarrybowen their agency home.
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