TBWA takes the ultimate risk

Fear is the tightrope not too many are brave enough to walk. And brands regularly assert themselves, but rarely as bluntly as the brand promise, “We are so much better at Novotel.”

TBWA\Paris has created its first campaign for Novotel by focussing on travellers’ greatest fear – choosing a dud hotel – and finishes every execution with the boast, “It’s so much better at Novotel.”

The agency uses humour to walk this tightrope. It does so with finesse. Check out some of the executions below. Risk leads to reward? We won’t know until next year. The campaign has just launched in France and extends throughout Europe in 2015.

The campaign is running on 12,000 outdoor and more than 800 digital screens in railway stations and airports in France. The digital component uses major web and mobile platforms and expects to generate 80 million impressions.