Days Inn “Basks in the Sun” with newest global campaign created by Toronto-based Giants & Gentlemen.
Vampires beware. Big things happen when you “Bask in the Sun.” That’s the tagline behind the new, fully integrated global campaign that Toronto independent creative and strategy agency Giants & Gentlemen (G&G) is launching for leading global hotel brand Days Inn on September 19th, 2016.
Created for one of the world’s largest and most iconic hotel brands, the campaign marks a historic departure for Days Inn as it moves away from it’s “Best Value Under the Sun” tagline for the first time in over a decade and embraces a new brand voice and a more humorous tone.
Centering around the power of the sun, the campaign positions the hotel brand’s iconic sun logo as the hero in three new TV spots, among other creative. Each visually-driven comedic TV spot begins by bringing the viewer into three very different scenarios – an African safari, a vampire’s castle and a tranquil farm. The comedic twist in each takes place when the shining light from the sun of the Days Inn sign is revealed and completes the narrative.
G&G was awarded the Days Inn account by Wyndham Hotel Group—the world’s largest hotel company with nearly 8,000 hotels—earlier this year and is the result of a previous relationship between G&G with Realstar Hospitality, the brand’s master franchisor in Canada. G&G produced a business traveler campaign for Realstar that won a Gold at The 2015 Bessies for Best TV Single. G&G followed that campaign up with two more spots this year.
The new “Bask in the Sun” campaign will air in both the U.S. and Canada and is expected to expand globally thereafter. The campaign will be seen across multiple platforms, including TV, Print, OOH, Digital, Social Media, and all hotel collateral. Credits are at the bottom of this page.
About Giants & Gentlemen
Giants & Gentlemen is a full-service strategy and creative agency that aims to bravely make their clients tower like giants, while always acting honourably as gents. Unique to G&G is Outthinking™, a process that leads to deeper insights that help build brands. To learn more about Giants & Gentlemen, please visit giantsandgents.com.
Client: Wyndham Hotel Group
Brand: Days Inn
Sr. Manager, Days Inn Brand Marketing: Jane Moldovan
Client: Realstar Hospitality
Brand: Days Inn Canada
President & COO, Realstar Hospitality: Irwin Prince
Creative Agency: Giants & Gentlemen
Creative Directors: Alanna Nathanson, Natalie Armata
Writer: Brandon Tralman-Baker
Art Director: Jordan Heidendahl
Producer: Rob Tunnicliff
Account Director: Lauren Zigelstein
Production Company: Steam Films
Director: Geordie Stephens
Director of Photography: Alex Martinez
Executive Producer: Jill Brennan
Line Producer: Lole Ramirez
Editorial Company: Saints
Executive Producer: Stephanie Hickman
Editors: Mark Paiva, Danica Pardo
Visual Effects: Alter Ego
Colourist: Wade Odlum
Music & Sound Design: Apollo Music