City Lodge is one of South Africa’s most loved hotel chains and has been a client of ours (TBWA/Hunt/Lascaris) for 25 years. So the objective was to present them with something that celebrated this fact.

Creative strategy: To celebrate, we took City Lodge’s customer-focused brand promise of ‘Feel at Home’ and for once, we made it relate to City Lodge themselves by making them feel at home. Like part of our family.

We collected our shared memories the same way a family would have 25 years ago – using a home video, which is a medium strongly rooted in family when looking at shared memories. This proved our proposition of feel at home very well.

We’ve always had a great relationship with the City Lodge client. So more than anything else, what this achieved was to further strengthen an already strong client/agency relationship. This was proven when, to celebrate their 25yrs in the hotel business, they threw a gala event and invited our agency to come and present the VHS idea to the rest of the City Lodge team.