Cannes Lions

Travel the World in 90 Seconds

PACE, Greensboro / FOUR SEASONS HOTELS & RESORTS / 2018

Film
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Overview

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Overview

Description

Our mandate was simple, tell an emotional story that gets attention and drives Four Seasons Private Jet bookings.

Our strategy was to put protagonist on the journey, a well-known travel journalist and storyteller, and follow her as she travels the world. The audience then can participate in the experiences through a human lens, rather than just observing product and place.

Although the video takes a “follow me” approach, we modeled the story architecture on the Joseph Cambell’s classic hero’s journey. In most great narratives, the protagonist meets a mentor that assists them on their journey. In this story, Four Seasons is the mentor and the customer the hero. The story then becomes grounded in an emotional transformation.

At the conclusion we see how the journey has exceeded expectations, surprised with unforeseen benefits, and created friendships all while leaving them a profound, lasting impression.

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