The Vagabond Club offers Kim Jong-Un free hotel room in Singapore via MullenLowe Singapore
The 2018 Summit between Donald Trump and Kim Jong-Un is due tomorrow in Singapore and the entire world is watching. Yesterday, both leaders arrived in Singapore but so far the summit’s hottest issue has been the accommodation. A hotel was eventually selected by the North Korean leader, however, during the deliberation a politically uncomfortable situation arose: who’s going to foot the bill?
Working with The Vagabond Club, the creative team from MullenLowe Singapore attempted to detangle the situation by issuing an open invitation to Mr. Kim, offering to host him in the hotel’s most luxurious suite – for free. “In which world would a Supreme Commander be denied the courtesy and hospitality he deserves? Certainly not in ours. Mr. Kim, your room is ready.” begins the invitation, before launching into all the amenities and services he’d appreciate.
To ensure the invitation was particularly relevant for a very special guest, the team did a profound amount of research to unearth enough interesting facts about the Supreme Commander. From his appreciation for whiskey to his love for art – even his favourite cheese (Emmental) – were featured to make Mr. Kim feel at home even though he may be 3,000 miles away from North Korea.
“From idea to execution, the team took less than 24 hours to turn it around,” said Daniel Kee, Executive Creative Director of MullenLowe Group Singapore. “It demonstrates our nimbleness and ability to respond at fantastic speed to breaking news – and with some good old wit and swagger too.”
Ang Sheng Jin, joint-ECD, compliments The Vagabond Club, “Courageous clients and partners play a huge role in allowing creativity to flourish in a time when many are tempted to suppress their instincts in favour of over-analysis.”
The video was launched on Saturday on The Vagabond Club’s official social media accounts. Within a day, it had already achieved over 1000% more views, interactions and shares on Facebook and Instagram than all the brand’s previous content. More than a video invitation, it is a bold proclamation by The Vagabond Club as it announces its place at the peak of the boutique luxury hotel market in Singapore.
2 Comments
This is by far the best of the lot related to the summit. Love the wit!
Who or what the hell is tne Vagabond Club? A courageous client? How much did they pay? Because that would take courage.
What a steaming pile of nothing