The ad campaign must be targeted at students. We're going to tap into their progressive mindset, teaching them that by sharing stories from all over the world, you become wiser and our collective outlook becomes more colourful.
We looked at a few of the current hostelworld adverts featuring gorgeous naked arses and jumping into the sun.
These ads sell freedom and the beauty of the planet (not to mention all those hot arses) but such ads are generic. promoting unrealistic beautiful people. These ads are everywhere, with cars and phones selling sexy dreamy freedom. Its the stuff of parody, and people switch off.
We want to sell the ethos of a hostel. Crazy stories, diversity and world changing ideas debated between virtual strangers, while keeping with Hostelworld's brand of limitless potential and exploration.
Our base idea is to show different hostel dorms from a backpacker's perspective, populated by an assortment of strange people. This could include a 300 year old man, a tiger, a roman legionnaire, etc. The art will be tongue in cheek but the message will be one of shared stories.
Simon works in cutout and weird ink pens, which'll encourage us to be inventive with how we animate.
Some Simon Turner Illustrations @sim0gram
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