The spot: Le Méridien Hotels underwent a major design refresh in 2014, culminating with this brand positioning: Mixing contemporary culture with its European heritage, Le Méridien creates a culturally refined, meaningful and stimulating atmosphere which inspires participants to celebrate the beauty of a moment and the possibilities for insight that live within common occurrences. and created this video to describe the process and result. This video expresses and communicates the process leading to this new positioning.
The sound: In keeping with the video’s themes of “heritage” and “Frenchness”, we composed six original pieces in the style of 1970’s French funk, pop and rock. The melange of colours and inspirations results in a vintage-yet-refreshingly contemporary sound, that can be best described as “je ne sais quoi.”