OVERPACK. WE’RE PAYING. ASSOCIATE CREATIVE DIRECTOR, Ogilvy + Mather  // 2011-12 adrian AWARD WINS

THE MISSION

To deliver a multi-media campaign for the InterContinental Hotels Group (IHG) and their summer promotion. Set to launch during the time when airline luggage fees were really annoying travelers, IHG wanted to offer to pay these fees for their guests upon booking a stay at any of their hotel brands.

THE DELIVERY

We came up with the concept of inviting guests to “Overpack. We’re Paying.” We would frame the promotion in large headlines that suggested that guests should go ahead and pack for the maybes. The spontaneous events that may or may not happen. The concept was translated to a series of print ads, animated banner ads and even an airport luggage carousel – no, seriously, check out the video above.

THE RESULT

The client was in love. Their guests enthralled. The campaign was a success and went on to win several industry awards as well as be revived for another summer promo the following year…when it won yet more industry awards.