Lauréat - Best Marketing Operation
Campaign - Accor – Story of Tomorrow
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Accor, one of the world’s leading hospitality group and with more than 4000 hotels worldwide and more than 35 hotel brands, is taking its corporate brand to the next level to reflect its premiumisation and innovation-led spirit. To reflect our new positioning, inspirational assets were key to convey this transformation and to rally our broad community (clients, B2B partners, employees…)
Regarding the corporate brand identity relaunch, we are updated and premiumised our brand to match our business strategy, starting with our identity. Our name is unchanged but streamlined, to express our ambition beyond hotels. Our logo is confident, premium, and visually iconic. The monogram is our seal of excellence, blending an iconic A with the bernache, our historic symbol. Accor’s tagline is Live Limitless : an aspiration for what we bring to consumers. A rallying cry for personal achievement. A promise of nonstop potential and opportunities.
To express this change, we created a movie to reveal our logo and identity : Story of Tomorrow by ASPECT
A bold, high-paced, conceptual film to express change. We voluntarily didn’t want to showcase regular hospitality images, and focus on an attitude and a spirit of conquest.