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citizenM Gare de Lyon

citizenM hate old-fashioned, overpriced hotels, and are launching their modern alternative at Paris’ Gare de Lyon. I helped KesselsKramer write lines to poke fun at Parisian culture - fussy French suites are citizenM's antichrist.

To target business travellers who have a regular hotel near the Gare de Lyon, we had another strand which invited guests to have an affair with citizenM.
KesselsKramer commissioned illustrator Jean Jullien to create six animations which showcased the hotel's selling points. I wrote some short scripts which he adapted and made his own.
Speculative Social Ideas
I came up with some fun activation ideas to go alongside the main deliverables.
Everything sounds sexy in French right? Even if, in reality, it's something very boring or totally ridiculous. citizenM generates a French soundbite of exactly what it wants to do to you. Whether you share the sentiment with friends, or keep it to yourself, is entirely up to you...
Ever spent a strange five minutes on Dood's microsite 'Pink Trombone'? citizenM play on our inner child, and commission an illustrator to create a graphic moving mouth. It's up to us to control the kiss, with keyboard frequency and pressure. Gross or great, your animated kiss can be shared with loved ones, or sent to annoy your partner at work.

Project Tags

  • campaign
  • social
  • Conceptual Copywriting
  • Advertising Copy
  • hotel launch
  • citizenM

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