Lime* was commissioned by Global Design AsiaPacific (GDAP) to create a video for an annual conference of Asia Pacific hotelowners in Bangkok.
GDAP builds hotel interiors – from planning and design right down to the plumbing –for Marriott International brands. One of the biggest issues is that after theycreate these beautiful hotels, they are run by the property owners. So, whensomething gets broken the owners try to fix it themselves, but it’s not done onbrand.
For the conference, GDAP wanted to communicate that: “We are your people. If youhave a problem, call us.” That was one of the pain points for this video.
The other was that GDAP wanted to include staff located in different offices acrossAPAC, but didn’t want to fly them into one location because that would make theshoot too expensive.
The problem that Lime* had to solve was, how dowe incorporate the various design elements, all the staff from around APAC, thedifferent kinds of hotels? And how do we explain to these property owners –Moxy, the Sheraton, etc – that there is a difference between a five-star,four-star and a two-star?
The first challenge we had to address was how to get everyone around Asia to appearin the video. Because flying them in was not an option, we had to think of animaginative approach that would make it seem like they were a team in thevideo.
Our solution was to get really creative.
Wecame up with the idea that using animation would be the answer. We knewthat everyone had a phone and we started to look for techniques that wouldallow us to bring the team together digitally.
The Marriott is a creative company and we wanted to attack the video from thatstandpoint. We knew the video was being played after lunch at a conference soour client wanted something that would wake the audience up.
As with every great video, the script was crucial to creating the right tone.Our tongue-in-cheek approach for the script was designed to make people sit upand watch – but more importantly, get the message! Our simple message was thatevery room is really a box until GDAP comes in and designs it. This istheir skill and they think deeply about every single detail that goes intocreating a hotel room.
Secondly, we asked the APAC staff in different locations to record scripts we hadwritten and take a series of poses on their mobile phones and send them to us.After that, our graphic designers worked their magic to create a world wherethey would all appear together.
The style of the video, which we loved, was creative, colourful and fun. It wasvery on brand for GDAP, engaged the audience and most importantly got themessage across.
The final product was impactful, we brought everyone together, kept the budget downby not flying people in from all over the place, and the client was over themoon with the result.
