Turismo
Sofitel Reveals New 'FRENCH IT!' Movement
The FRENCH IT! films capture an intriguing new mood with their refreshing take on French idioms that are little known outside of France , inviting all to Live The French Way through the richness of the French language. As a powerful, influential and respectful voice on modern French Art de Vivre, Sofitel shares the playful attitude in which the French express themselves, with a selection of quirky sayings creatively captured through a highly conceptual and contemporary lens.
said Alexander Schellenberger , Chief Luxury & Premium Brands Officer, Accor.
Conceived by the in-house Accor Creative Studio – Studio 66 – the campaign engages French expressions that are not globally known to tap into 'discovery', 'self-enlightenment' and 'luxury' consumer trends.
Connecting and appealing universally through humor, the campaign focuses on the idea that the French language contains funny, colloquial expressions. Through these expressions, Sofitel connects to its hotel experience in an unexpected, tongue-in-cheek manner in a series of digital episodes.
THE FILMS AND ASSOCIATED FRENCH IDIOMS
Viewed through the lens of the brand's chic and passionate personality, Sofitel's new digital campaign features a diverse cast of confident and powerful women, each embodying what it is to Live The French Way. They include Dancer Helena Olmedo Duynslaeger, Musician Lomijoh, and Korean Art Director Moon Kyu Lee .
Each film makes use of dynamic camera angles and edgy composition, pushing the subjects to the forefront in a bold, confident and playful manner. Reflecting hotel offerings from wellness and gastronomy to social and room experiences, this strong visual language is used to drive interest and create engagement in a light-hearted disposition. The soundtrack to FRENCH IT! titled "À La Française" by
Annie Plummer , Yan Gorodetzki and
Bruce Keen and edited by Benzene Editions. was composed and recorded exclusively for Sofitel.
" ," said Jean- Guilhem Lamberti, Chief Creative Officer, Accor and director of the Sofitel FRENCH IT! episodes.
Sofitel is an undisputed worldwide leader in the luxury hotel sector with a rallying cry of 'Live the French Way', born with the vision to bring its culture of Art de Vivre into an often unimaginative and undifferentiated segment of the industry. Modern luxury travelers are invited to eat, sleep, enjoy, travel, stay, celebrate and Live the French Way at Sofitel through the brand passions of design, gastronomy, arts & culture, and well-being. Upon arrival, guests are greeted in French by Sofitel staff wearing made-to-measure designs created by Paris -based fashion designer Léa Peckre. In the lobby, senses are awakened by the wafting scent of Essence de Sofitel, a gorgeous fragrance created by renowned perfumer Lucien Ferrero , and in rooms indulgent French bath amenities and the iconic Sofitel MyBed await, providing the ultimate rejuvenation. Signature Sofitel Sounds by French music artist Mosey sets a sultry and insouciant atmosphere. In the late afternoon, guests indulge in Le Goûter or L'Apéritif in the hotel bars, followed by Gastronomie Française in the dining venues.
Alongside the digital campaign, Sofitel will continue to offer enticing experiences in the spirit of modern French luxury, including Le Goûter afternoon teas, fashion and arts partnerships, La Nuit by Sofitel social events, and Sofitel Art de Noël celebrations.
Sofitel's FRENCH IT! global campaign will launch in the UK and France on 8 November 2021 across key social platforms including Facebook, Instagram, LinkedIn and YouTube, and in China on 30 November 2021
@Sofite l
#LiveTheFrenchWay
#FRENCHIT!
NOTE TO EDITORS: High resolution images, sample advertisements and brand videos are available upon request.
ABOUT SOFITEL HOTELS & RESORTS
Sofitel Hotels & Resorts is an ambassador of modern French style, culture and art-de-vivre around the world. Established in 1964, Sofitel is the first international luxury hotel brand to originate from France with more than 120 chic and remarkable hotels in the world's most sought-after destinations. Sofitel exudes a refined and understated sense of modern luxury, always blending a touch of French decadence with the very best of the locale. The Sofitel collection includes such notable hotels as Sofitel Paris Le Faubourg, Sofitel London St James, Sofitel Rome Villa Borghese, Sofitel Munich Bayerpost, Sofitel Dubai The Obelisk, Sofitel Mexico City Reforma, Sofitel Washington DC Lafayette Square, Sofitel Sydney Darling Harbour and Sofitel Bali Nusa Dua Beach Resort. Sofitel is part of Accor, a world leading hospitality group consisting of more than 5,200 properties and 10,000 food and beverage venues throughout 110 countries. For more information, visit sofitel.accor.com.
sofitel.accor.com | all.accor.com | group.accor.com
ABOUT ACCOR CREATIVE STUDIO – STUDIO 66
Established in May 2019 , the Accor Creative Studio - Studio 66 is responsible for the Group's in-house creative production, working to elevate the overall awareness, understanding and creative flair of Accor and its world- leading brands. The studio oversees the creative direction of all brands within the Group, delivering strategic and creative effectiveness on a global scale.
RECENT ACCOR CAMPAIGNS:
— The Grandest of Feelings - Fairmont
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— Unveil the World – ALL - Accor Live Limitless
— ALL Launch - ALL - Accor Live Limitless
PRESS CONTACTS: For further information, quotes and interviews please contact Leonora Russell / Olivia Gelardi at ANM Comms: Sofitel@anmcomms.com, +44 7890 592 621
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