Cannes Lions

Hotel of Hope

MULLENLOWE, Boston / HYATT HOTELS / 2018

Presentation Image
Supporting Content

Overview

Entries

Credits

Overview

Description

Fifty years later, the world seemed just as divided, with the events in Ferguson and Charlottesville, the 2016 U.S. election, and the Black Lives Matter movement being prominent themes in the news. This piece—released in association with an Atlantic partnership featuring an interview with our artist and Xernona Clayton, Dr. King’s right-hand woman—was created to commemorate the events of 50 years ago while delivering a new call for hope and unity at a time when people needed it most.

Execution

Spoken word artist Tank and visual artist and director Simon Benjamin collaborated to create a stunning and engaging piece of film, in the very room where MLK gave his speech.

Tank wrote an original composition and Simon created a visual installation inspired by it. The final piece deftly married these two elements. Inspired by the events 50 years ago, it hit on the larger thought that incredible things can happen when people come together.

Outcome

The video earned more than 27 million impressions.

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