In a new spot of Intercontinental Hotels Group (IHG), STORY Director Jeff France explores one of the most vexing problems of modern business travel: what to bring home for the kids. Conceived by Seattle agency Possible, the ad promotes IHG’s Travel Rewards program.
Waiting for their mom to return from a business trip, two girls speculate about the goodies she’s bringing. “Act excited,” heaves one. The reason for their lack of enthusiasm rests on a nearby table: a collection of corny knickknacks. These remnants of past trips express their own curiosity over the new arrival. “What’s it going to be this time?” chirps a ceramic T-Rex.
SPW Credits
Agency: Possible, Seattle. Chelsea Sweetin, Agency Producer; Rob Mapes, Account Director; Aylin Koker, Project Manager; Jon Dietrich, Creative Director; Adam Strom, Associate Creative Director; Jennifer Yeend Senior, Copywriter.
Production: Story. Jeff France, Director; Merilee Newman, Producer; Mark Androw and Cliff Grant, Executive Producers.
Editorial: KVL Editorial. Kelly Vander Linda, Editor
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’
Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own.
Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.”
Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More
