MullenLowe US and Hyatt Encourage A World of Understanding
During the 2017 Academy Awards, MullenLowe U.S. and Hyatt Corporation unveiled “For A World of Understanding,” a stirring global brand campaign that fosters cultural diversity and understanding.
Set to a modernized version of the song “What the World Needs Now Is Love,” reinvented by GRAMMY®-nominated artist Andra Day, the spot showcases travelers around the globe connecting with others. With touching footage captured in three different countries — Spain, Morocco and Thailand — the video highlights how people of all ages and backgrounds can unite through a little bit of understanding and genuine human connections.
“We knew there was a great opportunity to not only craft something very honest, authentic and true to the Hyatt brand, but also create something resonant at a time when the world really needs it,” said Tim Vaccarino, Executive Creative Director at MullenLowe. “It's the small things that can have an amazing impact, things everyone is capable of: a knowing glance, a smile, an outstretched hand. These things transcend race, language and culture.”
Empathy is a long-held brand value that Hyatt has been practicing for 6o years. Diversity and cultural understanding are part of the travel and hospitality company’s DNA.
“We operate in 54 countries around the world, we employ people from hundreds of different nationalities — so we live this every day,” says CEO Mark Hoplamazian. “We have an incredibly diverse employee base and are in all these markets, so the whole idea of elevating understanding is really essential to our business.”
In addition to the first-time Oscars commercial, the campaign includes digital and OOH that features portraiture of a cross section of humanity. Thoughtful social content purposefully leverages emerging technology — Snapchat Spectacles — via a globe-trotting video that encourages viewers to foster understanding by seeing the world through other eyes.
Beyond the ad campaign, the brand is taking the idea of spreading cultural understanding to other areas of the business. Hyatt is collaborating with AFAR to engage guests beyond traditional hotel stays with an immersive once-in-a-lifetime excursion to Tokyo. Hyatt is partnering with nonprofits like Learning AFAR, part of No Barriers USA, to support a program that gives students who might not otherwise have the chance a life-changing experience designed to help them better understand themselves and the world around them. Chicago Public School students will participate in an immersive four- to six-month curriculum that culminates in a 10-day trip to Costa Rica.
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