Everyone likes to feel special on a holiday. Publicis Group’s Le Truc has turned this into a campaign for Four Seasons Hotels and Resorts that recreates instances of exceptional experiences given to guests by the chain, through its deep understanding of, and genuine care for, them. Each story is based on a true stay, showing moments discovered through data, in which passionate Four Seasons teams went above and beyond to provide guests with anticipatory, personalised experiences rooted in generosity and kindness.
The commercials are part of a new brand creative platform, Luxury Is Our Love Language, which isa collaborative effort by Four Seasons, Le Truc, Starcom, Publicis Canada, and Four Seasons CRM Agency of Record, Hawkeye Canada. The creative debuts Four Seasons new branding which is set to roll out across the entire brand portfolio and lines of businesses – from its hotels and resorts to restaurants and bars to residential to retail and to its private jet over the next year.
“The future of luxury will be driven by data and insights and defined by human connection and imagination,” stated Marc Speichert, chief commercial officer at Four Seasons. “Luxury Is Our Love Language is the embodiment of this vision and an authentic articulation of our values as we continue to evolve and express our brand in new ways. It is a bold creative platform based on our belief that true luxury shouldn’t be impersonal or rigid– rather, it’s about creating a meaningful sense of belonging through acts of unscripted care and the simple elegance of empathy.
“Le Truc used data and insights from guest stays to spotlight acts of unparalleled hospitality in action, and the Based on a True Stay spots represent a refreshingly creative portrayal of our renowned brand of luxury with genuine heart.”
“Le Truc’s vision is to drive creative collaboration and convergence across the most diverse disciplines, enabling modern, desirable and authentic experiences for brands and the consumers they serve,” added Arthur Sadoun, Global chief executive officer and chairman, Publicis Groupe.
The campaign was director by Akinola Davies Jr., winner of the Short Film Grand Jury Prize at Sundance for his film, Lizard.
“Four Seasons is an iconic brand synonymous with luxury. Our role was to reimagine how to convey their unique approach to hospitality – in a modern fashion. Throwing aside the tropes of old luxury and capturing the thoughtfulness that elevates guests’ experiences above the standard of luxury they might expect from other high-end hotel brands. But in a totally unexpected manner,” stated Andy Bird, founding partner and chief creative officer, Le Truc. “We worked really closely with director Akinola Davies Jr. who brought to life the style and modernity that the Four Seasons properties have in abundance. We really wanted people to reappraise what luxury looks like in a hotel, and hopefully we’ve achieved that.”
Starcom led media buying and strategy for the campaign, which will air across digital video, social and digital out-of-home. The targeted, high impact multi-million-dollar media spend is the largest by Four Seasons to date, marking the first time the company is supporting brand equity messaging with significant paid media amplification. Starcom also facilitated a partnership with Condé Nast around New York Fashion Week for Vogue’s inaugural Vogue World Fashion Experience.
Four Seasons will also create an Acts of Love postcard experience at Four Seasons Hotel New York Downtown, inviting guests to rediscover the lost art of letter writing and connect more closely with their loved ones through their own acts of thoughtfulness and care. In the spirit of September’s fashion focus, Four Seasons is partnering with fashion designer, Christian Siriano, to design custom postcards out of his one-of-a-kind sketches.
Credits
Agency: Le Truc
Founding Partner, Chief Creative Officer: Andy Bird
Executive Creative Director: Josh Horn
SVP, Creative Director: Lori Korchek
Associate Creative Director – Copywriter: Craig Shervin
Associate Creative Director – Art Director: David Spradlin
EVP, Head Of Production: Ryan Chong
Senior Producer: Courtney Trent
EVP, Director Of Strategy: Ben Zumsteg
VP, Strategy Directors: Jessie Chen, Myrlene Laroche
EVP, Managing Director: Megan Bundy
SVP, Group Account Directors: Alex Mailman, Angela Brown
Group Account Director: Danielle Shedlevsky
Account Supervisor: Nikita Chandiramani
Agency: Publicis Canada
Chief Executive Officer: Duncan Bruce
Group Creative Director: Victor Yves
Associate Creative Director: Tyler Schell
SVP, Chief Content Office & Head Of Video Production: Nuno Bamberg
VP, Broadcast Production: Pam Portsmouth
Producer: Haley Piett
Direct & CRM: Hawkeye Canada
SVP, Managing Director: Catherine Parsons
SVP, Executive Creative Director: Scott Pinkney
Creative Director: Dean Maruna
Strategy Director: Alison Olson
Senior Strategist: Julian Timpano
Group Account Director: Charlotte Dilecce
Production Company: Iconoclast
Executive Producer: Sophia Rothbart
Director: Akinola Davies Jr
Line Producers: Julian Lamaitre, US & Tim Kerrison, Europe
DoP: Todd Martin
Editing: Final Cut, NY
VFX: Significant Others
Editor: Jim Helton
Effects Editor: Dirk Green
Colourist: Shawn King @ Honest Labor, NY
Engineer: Catherine Sangiovanni @ Harbor, NY
