Marriott International launched a global marketing campaign introducing Marriott Bonvoy, the new loyalty platform taking the place of Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG) during a dedicated 60-second commercial pod. Celebrating the travel program with the tagline “Rewards Reimagined”, the campaign includes a series of whimsical television spots directed by Independent Media’s Oscar-nominated filmmaker Jean-Pierre Jeunet (Amélie) in conjunction with Marriott Creative and Content Marketing and the agency Observatory Marketing.
Credits
Client Marriott International Agency Observatory Jae Goodman, CEO; Stevie Laux, Joe Saroufim, creative directors; Bianca Pettinichi, sr. art director; Carly Allen, sr. producer; Tony Fur, co-chief branding officer; Maddie Avjean, jr. designer; Charles Long, jr. copywriter. Production Independent Media Jean-Pierre Jeunet, director; Janusz Kaminski, DP; Susanne Preissler, exec producer/managing director; Liam Ahern, exec producer. Editorial Arcade Edit Paul Martinez, editor; Dean Miyahira, assistant editor; Damian Stevens, managing partner; Crissy DeSimone, exec producer; Kristen Thon-Webb, head of production; Sarah Schachte, producer. Color Technicolor Mike Hatzer, colorist; Bob Peishel, producer. VFX MPC Jim Spratling, head of 2D/compositor; Benji Davidson, 2D lead; Lexi Stearn, exec producer, VFX; Therese Mayer, producer; Meghan Lang, exec producer, telecine.
Media Type:Commercial: Television
ScreenWork Categories:Commercial
The Best Work You May Never See: Droga5 Plants The Talking Tree, Brings Nature To Life At SXSW
Following the success of The Talking Tree campaign created for Agency for Nature in London, Droga5 London & Droga5 Dublin, part of Accenture Song, brought this innovative AI-powered experience to South by Southwest (SXSW) in partnership with The Trail Conservancy, UK Advertising, Locate Productions and Purpose Disruptor-led effort Agency for Nature. Expanding on the campaign’s mission to reconnect young people with nature, this first-of-its-kind activation gave visitors a chance to engage in real-time “conversations” with a living tree, inspiring new ways to consider their relationship with the natural world.
The Talking Tree experience was an extension of a SXSW panel featuring the project entitled “Earth’s Biggest Brief: The World’s First Agency for Nature” hosted by UK Advertising at UK House on Sunday March 9.
Building on the original London activation featuring a 150-year-old horse chestnut tree, the Talking Tree experience was brought to life in Austin with a 50-year-old live oak tree located along the Hike & Bike Trail near the center of SXSW activity. Over two days, festival-goers engaged in tech-enabled conversation with the tree, which used real-time sensory data to “speak” about its surroundings, history, and connection to the environment.
Signals from the tree are translated into a voice, shaped by data from over 10 sensors measuring bioelectrical signals, wind speed, temperature, soil moisture, humidity and more, alongside historical insights about the tree’s lifespan. These inputs feed into a local large language model (LLM), which acts as the ‘brain’ of the tree’, shaping the tree’s personality and enabling live, real-time conversations.
Over two days at SXSW, The Talking Tree engaged... Read More
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