ibis Hotels let bunnies roam free in magical online film
June 5, 2013
ibis, the largest hotel chain in Europe and part of Accor, today launches an online film to highlight the ultimate comfort offered by the brand’s “Sweet Bed™ by ibis”. The film, entitled Snuggling Bunnies, captures the magic as ibis play host to their cosiest, comfiest guests yet. The film was devised by creative agency BETC London and shot by Independent Films.
Filmed on location over two days in the ibis London Blackfriars, over 30 bunnies were allowed to roam free in a top floor hotel room. The film captures the bunnies as they seek out the comfiest place to sleep - the “Sweet Bed™ by ibis”. In the film a fluffy nose interrupts a shaft of light at the door, then one after another the bunnies enter the room, one even pausing for a yawn. Fluffy bunnies, small and large, make their way to the bed, hopping up a stack of books and from behind the pillows. Whiskers twitch as they explore before gathering in a sleepy heap.
Neil Dawson, executive creative director, BETC London, explains: “We really wanted to highlight the ultimate comfort of the “Sweet Bed™ by ibis”. Bunnies snuggle up to each other and find cosy places to sleep. And what better evidence of the ultimate comfort of the “Sweet Bed™ by ibis” than for the bunnies to seek out and sleep there on their own.”
Director Ornette Spenceley of Independent Films beautifully captures the intimacy and magic of the bunnies exploring their room and falling asleep. Through the soft, diffused lighting and framed visuals the cinematography brings the scene to life as a visually outstanding film. The enchanting lullaby soundtrack is a contemporary remake of ‘Hushabye Mountain’ by Richard Hawley from childhood favourite Chitty Chitty Bang Bang.
Karelle Lamouche, VP Marketing ibis Brands Northern Europe said: “The video is a light-hearted way of emphasising the essential part of the ibis brand - the uniquely designed “Sweet Bed™ by ibis" and reminds people that ibis places a happy sleep at the centre of its offering.”
Ibis’ new beds – which are at the heart of the ibis megabrand campaign - have been rigorously engineered and include high-tech mattresses, a luxury mattress topper and an engineered box spring bed. The ibis megabrand project has included all ibis, ibis styles and ibis budget hotels in the UK and has been rolled out globally. Ibis was recently classed as one of Britain’s top three budget hotel brands in the BDRC Hotel Guest Survey report.
BETC London has had a strong start to the new year launching the ubiquitous Diet Coke ‘Gardener’ TV spot, striking a chord with women across Europe with the revival of the ‘hunk’. In February the agency won the global Bacardi account from WPP with an iconic campaign set to launch later this year.