As the first global luxury hotel brand to originate from France, Sofitel Hotels & Resorts is a world-renowned ambassador for French modern art of living and elegance.
Sofitel reveals a more modern and playful expression of the brand’s Live The French Way ethos French!, a global digital campaign consisting of six stylish short films highlighting the brand Passion for arts and culture By reviving the whims of the French language.
French! The films capture an intriguing new mood with their refreshing take on French idioms unknown outside France, inviting everyone to live the French way through the richness of the French language. As a powerful, influential and respected 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 very conceptual and contemporary lens.
“French Art de Vivre is a global reference for fine dining, exquisite wine, world-class design and luxury – all at the heart of the Sofitel brand and have contributed to its global success since its inception in 1964. It plays a very important role in the Accor portfolio and is one of the most recognized brands in the business. Luxury hospitality with a continued focus on global development, particularly in Greater China and Southeast Asia, with recent openings including Sofitel Ambassador Seoul in South Korea, Sofitel Hangzhou Yingguan in China and Sofitel Adelaide in Australia. French! The campaign has been developed to help Sofitel reassert its position in luxury with a sharper and more playful attitude, along with other leading French fashion, jewelry and lifestyle brands,” She said Alexander Schellenberger, CEO of the premium and luxury brands, Accor.
Designed by in-house Accor Creative Studio – Studio 66 – the campaign carried French expressions not globally known to capitalize on consumer trends of ‘discovery’, ‘self-enlightenment’ and ‘luxury’.
The campaign, which you associate with universal appeal through humor, focuses on the idea that the French language contains funny slang expressions. Through these expressions, Sofitel communicates its hotel experience in an unexpected way in a series of digital episodes.
French films and related concepts
- Movie 1 – POSER UN LAPIN = Standing on a Person
- Movie 2 – Falling in Applications = Failure
- Movie 3 – Don’t Be a Pie = Being Quiet
- Movie 4 – ÊTRE CANON = To be amazing
- Movie 5 – Falling in Love
- Movie 6 – Riding on a Big Horse = Flying in Low Temperatures
From the perspective of the brand’s elegant and passionate personality, Sofitel’s new digital campaign features a diverse group of confident and strong women, each embodying what it means to live the French way. include Dancer Helena Olmedo Doensleiger, musician Lumigoh, and Korean Artistic Director Moon Kyu Lee.
Every movie takes advantage of dynamic camera angles and sharp composition, pushing subjects forward in a bold, confident and playful way. Reflecting the hotel’s offerings from wellness and gastronomy to social and room experiences, this powerful visual language is used to capture interest and create engagement in acts of kindness. French language soundtrack! “À La Française” by Annie Plummer, Jan Gorodetzky and Bruce Kane, edited by Gasoline Editions. Written and recorded exclusively for Sofitel.
“We went back to the brand’s roots, introducing French ‘Art de Vivre’ to everyone. We deliberately chose a non-French crew, because living the French way is about embracing certain values regardless of nationality: an unapologetic personal style, sensuality, daring, free-spiritedness and a dash of Unconventional. This strong female actor is a reaction to the traditional male representation of luxury travel and work,” said Jean Gilham Lamberty, Accor Creative Director and Sofitel FRENCH IT! loops.
Sofitel is the undisputed global leader in the luxury hotel sector with a rallying cry of “Live the French Way”, born with a vision to bring the Art of Living culture to an unimagined and undifferentiated sector of the industry. Modern luxury travelers are invited to dine, sleep, enjoy, travel, stay, celebrate and live the French way at the Sofitel through the brand’s passion for design, gastronomy, arts, culture and luxury. Upon arrival, guests are greeted in French by Sofitel staff wearing made-to-order designs created by Paris-based fashion designer Lea Baker. In the lobby, the senses are awakened by the jet-set scent of Essence de Sofitel, a luscious fragrance created by acclaimed perfumer Lucien Ferrero, and in the rooms luxurious French bath amenities and the iconic Sofitel MyBed await, providing the ultimate rejuvenation. The signature of Sofitel Sounds by French music artist Moussa exudes an air of dynamism and nonchalance. In the late afternoon, guests indulge in Le Goûter or L’Apéritif in the hotel’s bars, followed by the Gastronomie Française in dining venues.
“Sofitel is a global ambassador for French knowledge and the art of living,” he said. Joao Rocco, Senior Vice President, Sofitel Global Brand Leader.
‘Our France’ is the most highly praised feature by our guests and is often mentioned in their comments, so we know our culture is important to them. Our unique sense of vitality is evident in our hotels in more than 40 countries across five continents, and is a defining element that has become the brand’s signature.”
Alongside the digital campaign, Sofitel will continue to offer captivating experiences in the spirit of modern French luxury, including Le Goûter afternoon tea, Sofitel fashion and arts partnerships, Sofitel’s La Nuit social events and Sofitel Art de Noel celebrations.
Sofitel French IT! The global campaign will launch in the UK and France on November 8, 2021 across major social platforms including Facebook, Instagram, LinkedIn and YouTube, and in China on November 30, 2021.