WHERE BRAVE STARTS
Thanks to this social-first campaign, this MOXY hotel became a beacon to kickstart the dreams and careers of a sidelined generation, and in doing so saw reservations soar by 500%.
We attracted an alienated generation by inviting 9 up-and-coming creators to co-create the hotel.
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% – resonated with millions of disaffected Gen-Z.
Over 500m views – the campaign struck a raw nerve with the disillusioned.
A creative blank canvas for 9 specially selected creators.
We followed the 9 as they co-designed MOXY's music, decor, installations and cocktails.
Where Brave Starts: we 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
I created the manifesto and launch campaign with Qumin.
