HOTWIRE HAPPINESS
There's a moment of pure joy that happens when you scoop an amazing unpublished hotel rate on Hotwire. The Happiness brand campaign captures these personal victories and celebrates the art of getting the savvy hotel deal. I worked with The Mercadantes, a directorial duo known for capturing the raw and honest beauty in people. It was a win for everyone.
Happiness was also getting to work with Errol Morris on real people interview spots for the same campaign. Known for his award-winning documentary style, Errol Morris captured stories that brought out the joy, humor and authenticity in these simple human moments of discovering a great hotel deal on Hotwire. Through the faces of real people, we watch as they discover exactly how Hotwire works and how they can use it to their advantage to beat the system and snag the best deal.
The debut of this campaign was made extra special when Hotwire decided to launch with Lucky Me, a spot about a real-life, married gay couple and their son. Hotwire's public support of equality has helped break down barriers in media and, to a larger extent, society (judging by all the positive responses). It's great to work with people that deem inclusive TV spots a non-issue. By treating it that way, the hope is it'll soon be seen that way.
In addition to new television spots, the Hotwire re-brand gave us the opportunity to update Hotwire’s identity to reflect the joy and excitement of traveling and finding great deals. We made Hotwire’s look feel happier by incorporating bold pops of color and modernizing their logo treatment.