BBH Singapore has created a campaign for Westin Hotels & Resorts, part of Marriott Bonvoy's global portfolio of 30 hotel brands, that challenges traditional hospitality ads with a bold new brand point of view — sleep isn't passive, it's preparation and power — to show how true restoration gives guests the power and energy to 'Own Your Mornings'.
Conceived to position Westin Hotels & Resorts as the place to stay for deep, restorative sleep, the campaign showcases Westin's Heavenly Bed alongside the brand's signature rituals like the Sleep Well Lavender Balm and Sleep Well Menu, says the agency.
The campaign centres on an anthem film featuring a family as champions of their morning. In a distinct creative contrast, a hard-hitting voiceover is paired with soft morning visuals, transforming everyday moments into monumental feats driven by the energy that only a good night's sleep can give.
A hero 30-second film has been created for the new campaign. This is running in 15 and six-second cut-downs across digital and OOH media, alongside supporting print executions across Japan and India as well as on Westin hotel TVs across APEC, adds the agency.
Cassandra Leong, Senior Director, Brand Marketing Marriott International (Owner of Westin Hotels & Resorts), says, "With 'Own Your Mornings' we're showing what true restoration at Westin can give you. At Westin, sleep is power. We don't just believe in better sleep, we believe in what better sleep does.? You wake up clear, grounded, and ready for the day."
Khairul Mondzi, ECD at BBH Singapore, concludes, "We live in a world where people brag about being sleep-deprived, and we've completely forgotten how much good sleep matters. The truth is, you are how well you sleep. We wanted this campaign to treat sleep for what it really is: something that gives you the power to take on your day."
For more information, visit www.bbh.com/singapore. You can also follow BBH Singapore on LinkedIn, X, or on Instagram.
*Image courtesy of contributor