citizenM launch 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.
Another strand of the campaign invited business travellers (who have a 'regular hotel') 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 extras
I came up with some fun social ideas to go alongside the main deliverables.
Everything sounds sexy in French right? Even if, in reality, it's something extremely boring or totally ridiculous. citizenM generates a French soundbite of exactly what it wants to do to you, however strange or unsexy this may be. Whether you share the sentiment, or keep it to yourself, is entirely up to you...
Ever spent a strange five minutes on Dood's interactive microsite 'Pink Trombone'? citizenM plays to our inner child, and commissions an illustrator to create a graphic interactive mouth. It's down to us to control the kiss with pressure and frequency on the keyboard. Gross or great, the animated kiss is ready to be shared with loved ones, or sent to annoy your partner at work.

Team Credits

Natalie Hart

  • Message
  • Creative Copywriter


  • KK Outlet

    KK Outlet

    • Advertising
  • c


    • T

      The Jullien Brothers


      Project Tags

      • campaign
      • social
      • conceptualcopywriting
      • advertisingcopy
      • hotellaunch
      • citizenm

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      Natalie Hart
      Creative Copywriter