I created the platform: 'WHERE BRAVE STARTS', the campaign manifesto and curated the team's work.
WHERE BRAVE STARTS:
To launch a new hotel to a new audience, we made MOXY a hub for Gen-Z marginalised by family and society who resist expectation in favour of pursuing a creative path, not one expected by family or society.
We created a platform to attract our alienated generation by inviting 9 up-and-coming creators to co-create the hotel. Thanks to this social-first campaign, MOXY is now a beacon to kickstart the dreams and careers of all Gen-Z sidelined by society.
Where Brave Starts – from music to cocktails to design, the new hotel became a blank canvas for marginalised creators. And a hub to attract a sidelined generation.
Reservations up by 500% – the concept resonates with millions of disaffected Gen-Z.
With over 500m social media views, the campaign struck a raw nerve with disillusioned youth.
The new MOXY hotel offered a creative blank canvas for 9 specially selected creators.
We followed the 9 as they co-designed the new hotel's music, decor, installations and cocktails.
Where Brave Starts: MOXY's creative platform kickstarted careers.
7 awards in 2022/23:
Winner – UK Drum Awards / Drum APAC Chair Award (best overall entry) / Travel, Sport & Leisure / Branded Content / European Content Awards, Travel / Leisure Content Campaign of the Year / Global Social Media Awards – Best Audience Engagement Campaign / W3 Gold & Silver
Pitch, manifesto and launch campaign with Qumin.
