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When they launched their first hotel in Rome, citizenM needed a way to introduce a modern hotel in a city steeped with history, appealing to an audience of modern travellers while nodding to the ancient monuments that surround the new location.
To highlight the switch from classic to modern, we sculpted citizens of Rome as digital marble busts, and rendered them spinning in 360 degrees, bringing the juxtaposition of old and new worlds to life. Five local citizens whose performing, cooking, crafting, designing and composing embody the new modern face of Rome and sit alongside more sculptures representing citizenM’s contemporary take on hotels, and the city itself, from sporting a Vespa helmet to sipping an espresso.
The campaign launched with teasers on social media featuring snoring, reclining marble statues pointing out the new location. The project culminated in an out of home campaign in key Italian cities and a 5 story building exhibition, which turned the new hotel into a billboard.
Gone are the ancient hotels, replaced with the world’s best sleep, art-filled living rooms and rooftop cocktails. Now you too can sleep like a statue or relax like an emperor.
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