CITIZENM BOSTON BACK BAY

Problem 
When citizenM opened its second hotel in Boston, and their largest hotel to date, they wanted a campaign which spoke to the city as a whole, not just their new, Back Bay property.




Creative
Boston is simply larger-than-life, a city filled with big characters and big personalities.  


The announcement of the hotel opening was marked by a series of teaser animations which saw oversized icons from Boston taking over the architectural renderings of the new property.  


Our main campaign focused on 8 citizens and their stories with portraits displayed 10 stories high across the facade of the building. Social pieces delved deeper into their individual stories and their collective takes on Boston, and what makes it special.