Fit for a Prince
Sofitel is a global Ambassador of French style and art de vivre. Modern luxury voyageurs are invited to eat, sleep, enjoy, travel, stay, celebrate and live, the French way with Sofitel. To live the french way is to allow oneself to be liberated and enjoy the unexpected.
Agency: Publicis Client: Accor All x Sofitel Work: Art Direction Pitch: February 2020
Accor All x Sofitel
Starting Point
Paris Saint Germain is having an incredible season and its players did an amazing performance the previous night. Sofitel will thus offer them MyBeds so that they can enjoy the rest they deserve.
Idea
The Paris Saint-Germain stadium is called the Parc des Princes. And its players are real Princes of football – just have a look at their incredible performances. They played like princes, they can now rest like ones in the best sleep amenities.
Concept
Draw a light-hearted parallel between the Princes of football and French aristocracy, while presenting Sofitel MyBed as the ultimate luxury deserved by the greatest people.
Conceptually, this is in line with the performance of the PSG and Sofitel’s positioning as an ambassador of modern French art de vivre.
Visually, the contrast between classicism and modernity is both eye-catching and perfectly in line with Sofitel’s brand expression.
Portraits
Each participating PSG player will be portrayed as a French aristocrat, to put the emphasis on their prince-like status and reference classic French painting.
The portraits will be used in our communications and gifted to the players alongside their MyBed, to entice them to share the content on social media.
At the bottom of each painting, a gold plate will showcase the name of the player and some key stats from his season.
