The Ask: Address the brand’s core problems with social executions and anything else you can think of.
Strategy
Problems: Spark has limited breakfast options and practically nothing to do at the hotel.
Opportunity: Redirect negative perception to Spark’s biggest draw: affordability.
Big Idea: Save money at Spark so you can spend money on your adventures!
Process
We knew we wanted to address breakfast. We started out with this small problem, but really had to zoom out to the hotel’s biggest issue: it’s a nothingburger. It’s called Spark, but there’s no magic. We decided we had to infuse some fun into the brand, which was hard to do while balancing simplicity.
Credits: Teddy Calhoun (Copywriter + Art Director); Robert Snead (Copywriter + Art Director).