Where soul matters.
Creative direction for the Contrapunto BBDO Pitch.
Finding the perfect wording and positioning.
Meliá is a hotel group with 4 and 5 star accommodations around the world. It has all the services and details of any high-class hotel giant. But with a difference that stood out in market research: its human touch (its "Spanish warmth").
We searched tirelessly for a concept to last many years and capture everything the brand has to offer. That's how we came up with "Soul matters". One of my favourite concepts. To implement it, we also decided to change the corporate identity of the brand and create a whole new world, both conceptually and visually.
We planned a worldwide launch on digital and cable TV platforms through an agreement with National Geographic TV (NatGeoTV). Similar to the "Chef's table" tv show, National Geographic would look into the work of each of the specialists who have worked for Meliá, with the objective of demonstrating that anything done with love and devotion is received by its user as something special.
Of course, the campaign was accompanied by display pieces in all media and different steps that went from the initial launch, the leverage of the concept and, finally, its application to each product and service.
Campaign
Series launc poster
Series launc poster
Series launc poster
Series launc poster
Print ad
OOH
"The soul of things" in-room
"The soul of things" on NatGeo channel
"The soul of things" on NatGeo channel
Soul of things on-flight
Brand day
Meliá YouTube Channel
Facebook post in Meliá Page
Facebook post in National Geographic Page
Product phase
Product phase
Product phase
Common elements
Key holder
Notebook
Amenities pack
Chocolates
