“The FRENCH IT! campaign was developed to help Sofitel reaffirm its place in luxury with a more edgy and playful attitude.
Sofitel is launching FRENCH IT!, a global digital campaign of six stylish short films that spotlight the brand’s passion for arts and culture by bringing the whimsy of the French language to life.
The FRENCH IT! films capture an intriguing new mood with their refreshing take on French idioms that are little known outside of France, inviting all to Live The French Way through the richness of the French language.
“The FRENCH IT! campaign was developed to help Sofitel reaffirm its place in luxury with a more edgy and playful attitude, alongside other leading French brands in fashion, jewelry and lifestyle living,” said Alexander Schellenberger, Chief Luxury & Premium Brands Officer, Accor.
THE FILMS AND ASSOCIATED FRENCH IDIOMS
- FILM 1 – POSER UN LAPIN = TO STAND SOMEBODY UP
- FILM 2 – TOMBER DANS LES POMMES = TO FAINT
- FILM 3 – NE PAS ÊTRE DE LA TARTE = TO BE QUITE SOMETHING
- FILM 4 – ÊTRE CANON = TO BE STUNNING
- FILM 5 – AVOIR UN COUP DE FOUDRE = TO FALL IN LOVE
- FILM 6 – MONTER SUR SES GRANDS CHEVAUX = TO FLY INTO A TEMPER
Sofitel’s new digital campaign features a diverse cast of confident and powerful women, each embodying what it is to Live The French Way. They include Dancer Helena Olmedo Duynslaeger, Musician Lomijoh, and Korean Art Director Moon Kyu Lee.
“We deliberately selected a non-French cast, because living the French way is about embracing certain values regardless of nationality: an unapologetic personal style, sensuality, audacity, free spiritedness and a dash of unconventionality. This strong female cast is a reaction to the traditionally masculine representation of luxury and business travel,” said Jean- Guilhem Lamberti, Chief Creative Officer, Accor and director of the Sofitel FRENCH IT! episodes.
“Sofitel is a global ambassador of French savoir-faire and Art de Vivre,” said Joao Rocco, Senior Vice President, Global Sofitel Brand Leader. “Our ‘Frenchness’ is the attribute most frequently praised by our guests and most often mentioned within their feedback, so we know that our culture is important to them. Our unique sense of joie de vivre is felt at our hotels in more than 40 countries across five continents, and it’s a defining element that has become the signature of the brand.”
Alongside the digital campaign, Sofitel will continue to offer enticing experiences in the spirit of modern French luxury, including Le Goûter afternoon teas, fashion and arts partnerships, La Nuit by Sofitel social events, and Sofitel Art de Noël celebrations.