Hotel Ibis has released its latest advertising campaign featuring actual Ibis birds wandering amongst garbage and homeless people strewn throughout hotel lobbies.
The campaign embraces the gritty urban landscape that the Ibis inhabits.
Inspired by Zoolander’s Derelict, the campaign is in touch with an urban market. As the campaign states. It reminds us how fortunate we are.
“It brings a sense of the genuine. It’s what society is missing” said Michael Raso, head strategist and creative lead of strategy consultants ‘Scarves ‘n’ Insights’. “Is there a sense of schadenfreude? Maybe. But it gets you where you live.”
Research from Scarves ‘n’ Insights has indicated that in this increasingly unreal world we crave something real.
“The brand campaign is brave, but it’s right,” said Glenn Montgommery, Brand Lead. “The branding is unmistakeable. And I challenge anyone not to be moved.”
“That’s why it’s exposed, raw, real, unflinching, unmistakeable,” said Raso. “It is a not just a campaign, it is a way of life, inspired by the very homeless, the vagrants, the crack whores that make this city so unique.”