Marriott: Golden Rule by mcgarrybowen

Agency: mcgarrybowen
Client: Marriott
Date: Aug 2017
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To support Marriott International’s first foray into category marketing, mcgarrybowen focused on a shared service philosophy across the four brands to be featured: Courytard by Marriott, Fairfield Inn & Suites, Four Points by Sheraton and SpringHill Suites. Inspired by letters from real guests, the Golden Rule campaign was developed to showcase this philosophy by highlighting human connections that occur as a result of treating others they way you would like to be treated.

The centerpiece of the campaign, “Human,” is a 60-second anthemic spot that celebrates Marriott’s history of warmth, familiarity and the genuine human connections. To complement the 60-second spot, the agency created a series of 30-second spots that feature individual stories of associates from each of the featured hotels delivering the golden rule philosophy in their own unique way. Additionally long form content was created to tell the real life stories that inspired the campaign through documentary-style videos.

Credits

Chief Creative Officer:

Kurt Fries

Creative Directors:

Andres Arilia

Christian Lu

Julio Desir

Director of Content Production/Executive Producer:

Steve Ross

Producer:

Sarah Tomick

Music Producer:

Libby Morris

Director of Business Affairs:

Joann Baker

Business Manager:

Kiki Powel

Group Managing Director:

Cindy Hicks

Account Managing Director:

Sally Cox

Account Director:

Michelle Casey

Account Executive:

Haley Gibert

Executive Director of Strategy:

Shawna Ross

Group Strategy Director:

Sarah Figliolu

Strategist:

Ana Borges

Production Company : Stink Films

Director : Eliot Rausch

Managing Director : Jeff Baron

EP: Fran McGivern

DP: Mattias Rudh

Editor: Adam Marshall @ Whitehouse

Assit Editor: Alfred Cisneros @ Whitehouse

EP: Kristin Angeletti

Producer: Jojo Scheerer

Post Production: The Mill

EP: Andy Sommerville

Producer: Mike Pullan

Color: Matt Osbourne

Audio: Another Country

Audio Engineer: John Binder

Assistant Engineer: Mike Regan

EP: Tim Konn