In the lead-up to the Brit Awards 2024, a high-rise building-sized BRIT Award statuette was seen, wearing a Hilton robe…
…and then disrobing.
The morning after The BRIT Awards, a colossal but ultimately fake ‘Do Not Disturb’ hotel door sign was seen hanging from London Hilton on Park Lane in a nod and a wink to the much-needed peace and quiet anyone who attended might need after such a big night.
The suitably epic faux OOH activations, created by TBWA\London, celebrate the newly-established partnership between Hilton and The BRITs by connecting classic icons of
TBWA\London worked with Omnicom’s newly acquired production company, Coffee&TV, to create the FOOH.
The partnership builds on Hilton’s ongoing commitment to supporting the music industry, with the first-ever GRAMMYs hosted at The Beverly Hilton in 1959 and star-studded benefits awarded to Hilton Honors members for over 35 years, bringing music royalty and guests together. For the past few years, Hilton has offered music fans and Hilton Honors members an exclusive opportunity to see global artists, such as Kylie Minogue and Olly Alexander, Stormzy, Ellie Goulding, Becky Hill and Tom Grennan.
Stijn Bastiaens, vice president marketing and loyalty europe, Middle East and Africa, Hilton, commented, “Our partnership with The BRIT Awards is just one example of our ongoing commitment to supporting the music industry and how we give our guests the opportunity to Stay in the music, with unique access to some of the best sporting and music events. Our positioning at the heart of one of the biggest cultural moments in the UK music calendar and our disruptive faux OOH activation are bold and memorable ways to show our relevance and commitment to both our music partners and Hilton Honors members.”
Paul Jordan, executive creative director at TBWA\London, added, “This Hilton X Brits partnership is a big deal, so it demanded a big, disruptive idea to celebrate it. Hilton hotels have always played a role in the music scene – we just needed to remind the world of this – in a way that felt surprising but truly authentic. Those iconic hotel moments just before and just after the big night seemed like the perfect places to play. But this is just the start – watch this space, as Hilton Honors have even more exciting plans in the pipeline.”
Credits:
Client: Hilton
Senior Director Enterprise, Loyalty and Partnership Marketing, EMEA: Kate Dixon
Creative Agency: TBWA\London
ECD: Paul Jordan
Planner: Laura Kirkby-Jones
Business Director: Will Hunt
Snr Account Manager: Phoebe Kennedy
Account Executive: Yashika Jain
Integrated Producer: Ben Etheridge
Head of Design: Aaron Moss
Media Agency: Merkle
Animation Agency: Coffee & TV
Creative Director: Jonny Grew
Shoot Supervisor & DOP: Luke Todd
Executive Producer: Lydia Evitt
Producer: Sorrel Higgins
CG Modeller: Josh George
CG Artists: Adam Lindsey, Aaron Smith, Luke Tickner
Compositors: Alfie Vaughan, Jason Hayes, Pedram Razi
2D Artist: Rich Payne
2D Assistant: Elzon Pono
Colourists: Tash Hicks & George Neave
