We needed a refresh for our corporate brand that reflected our ambitions, premiumization and innovation led spirt. Our new positioning and group strategy needed to make it easier for consumers to understand our brand architecture.
Accor created a global brand strategy, with three things at its heart – renaming the group Accor (previously AccorHotels), a new aspirational brand platform and a new a framework for our brand portfolio organized around Live, Work, Play to emphasise our lifestyle positioning. We needed a film that would encompass the spirit of this change.
Aspect devised a concept that brought to life our new identity by cleverly integrating the new Accor logo into the visual language of a film about the spirit of the new brand positioning. This bold and beautiful concept avoided showcasing regular hospitality images, instead focusing on an attitude and a spirit of conquest.