The Mystery
Orient Express hotels draw their inspiration from the legendary train created in 1883 by Georges Nagelmackers. Mythical symbol of luxury and refinement, Orient Express is preparing to open its first hotel in Bangkok. In order to officially announce this event, the brand wanted to develop a social creative campaign: The Mystery of Orient Express.
Agency: Publicis Client: Orient Express Work: Conception & Art Direction Pitch: October 2019
The Mystery of Orient Express
A journey aboard a legendary train, conducive to discovering the new Orient-Express state of mind. A transposition from the past to the present, today.
Idea: Stolen jewelry from the Orient Express. We are twisting the codes of Agatha Christie’s novel “Murder on the Orient Express”, to plunge into a new intrigue on the train today. And thus allowing the discovery of the true meaning of this journey, a metaphorical journey to discover the new spirit of Orient Express.
Synopsis: A very precious ruby, worn by a modern-day heroine, disappears during a trip to Bangkok. Several people are likely to have stolen it. An interrogation of each potential suspect is conducted to allow the investigator (our followers) to identify their personalities and know their alibis.
The victim: An influencer with 1 million subscribers (granddaughter of Georges Nagelmackers, founder of the Orient Express) leaves for Bangkok to participate in the inauguration of the first Orient Express hotel.
Ruby: The Ruby of the Orient Express is a Siam ruby, a precious stone from Thailand. This country is one of the largest ruby sellers. This design refers to the bull’s-eye of the legendary train. This ruby is adorned with diamonds on a 23 carat gold necklace.
Mechanic
Create an interactive experience on Instagram: each follower becomes the detective of a police investigation located aboard the Orient Express and which could lead him/her to Bangkok.
Reveal
Creation of a video capsule with the heroine of the film, our influencer. Who explains that this jewel encapsulates the history of the Orient Express, its past, and that it embodies its future through the opening of its first hotel in Bangkok.
Call to action: One of our followers will be invited to Bangkok to discover the last mystery of the Orient Express, housed in the King Power Mahanakhon.
