Rove Hotels
A Place for the Fun at Heart.
Three films, three generations of guests, one feeling.
my role.
- Creative Development
- Writing
- Direction
the problem.
Rove had become known as the hotel for young people. Older travellers, business guests and families assumed it wasn’t for them, which limited who booked. Rove wanted to show residents and visitors in Dubai that its hotels were a place to have fun, whatever your age, job or background.
what we found.
Rove’s young guests already had the kind of fun the brand wanted to show, so seeing them do it wouldn’t convince anyone new. The message would only feel true if that fun came from people you wouldn’t expect.
So we targeted three audiences outside Rove’s usual guests, and showed each of them acting like the young people who stay there, making Rove feel like a place for the fun at heart.
the idea.
Since the more serious the guest, the stronger the proof, we cast the least likely people to let loose: an older man who would never jump in a pool, young business travellers too cool for anything silly, and a family who always keeps itself composed. So we created a series of three films where Rove brings out their playful side at the pool, in the lobby and in the music area, showing off the hotel at the same time.
the films.
1 / 3
The grown man
The Cannonball
A calm pool always gets you thinking of a cannonball. And this time, a grown man turns that thinking into action. A cannonball for the ages!
got a creative problem?
Bring your problem. You’ll leave the call knowing what I’d do about it. Free, 20 minutes, Monday to Friday, 9am to 5pm Dubai time.