Shangri-la Hotel & Resorts embrace strangers in new global campaign created by O&M Hong Kong

Wolf.jpgOgilvy & Mather Hong Kong have unveiled a new global brand campaign for Shangri-La Hotels and Resorts. Entitled "It's in our nature," the new campaign expresses the group's distinctive philosophy of hospitality during the past four decades.

Inspired by conversations with thousands of employees, partners and guests, the campaign focuses on the essence of the Shangri-La culture 'embracing people from the heart and treating them like family'. "What is truly distinctive about the kind of Asian hospitality that Shangri-La offers is our colleagues' genuine care and respect for our guests and each other. For us, this is more important than talking about palatial buildings or beautiful locations, which is why we choose this dramatically different and powerful style of campaign. It conveys the value of genuine kindness, something that is very relevant in today's society," said Greg Dogan, President and CEO of Shangri-La Hotels and Resorts.
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The new campaign is directed by internationally renowned commercial director Bruno Aveillan and takes the viewer to epic locations to communicate a simple, universal truth - "There's no greater act of hospitality than to embrace a stranger as one's own."

There's a 3 minute launch viral with 90 second, 60 second and 30 second cutdowns

Adam O'Conor, Managing Director of Ogilvy & Mather, Hong Kong, said, "Ever since we began our relationship with Shangri-La, it was clear that there was something different about the type of experience that they offered and the deep-rooted family ideals that lay beneath the brand.  Our ambition was to bring this to life in a way that would appeal to our viewers' hearts, engage their emotions and make them think.  It inspired work that breaks category conventions and that we believe will add enormous value to the Shangri-La brand image around the world."

View the making of the campaign here.
 
Credits - CD: Pierre Desfretier. Art Directors: Pierre Desfretier, Genevieve Hardy. Copywriters: Kwei Chee Lam, Edgard Montjean, Troy Sullivan. Producer: James Brook-Partridge. Director: Bruno Aveillan. Music Composer: Bruno Coulais. Production team: Quad Productions. Account servicing: Adam O'Conor, Laura Le Roy. Planning: Catherine Moustou

11 Comments

Anonymous said:

Hospitality, yup. We'll throw you to the wolves. But they're friendly.

Anonymous said:

Warm and cosy as....snow? What a tediously long piece of film. Nice idea - bad execution.

Anonymous said:

I've just seen the 1min. It's better. Do you agree 9.30?

http://www.bestadsontv.com/ad_details.php?id=a79e6

Anonymous said:

I like it (ok, the 3 minute is too long)

Anonymous said:

I agree. I like the ad, but am bored snotless by the mini-movie.

'Long form' is one of Khai's current obsessions. Probably led the guys to overshoot and make a fill-um for the viral world. I predict about 5,000 hits on Youtube. Ever. Most of whom won't bother watching 'til the end.

Anonymous said:

Is there a need for "the making of" video?

Anonymous said:

Wolves, dolphins and swan? What's Asian about that?

Anonymous said:

That was exhausting. Maybe that's the idea, so you can then check into the Shang for a good snooze.

Sadly, no reward for watching, just a prosaic observation.

I think its the nature of all hotels to embrace strangers....hell, that is the very definition of a hotel.

Methinks, they set out to do a Johnny Walker. Well, keep walking.

Anonymous said:

They're very Asian. We eat all three.

Jeff Xu said:

Wow, wonderful to watch. A refreshing change from the usual boring hotel ads.

Anonymous said:

As Simon Cowell would say - "Completely self-indulgent and completely irrelevant. I think you'll be going home tonight."

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