Title | LAUNCH OF JO&JOE |
Brand | ACCORHOTELS |
Product/Service | JO&JOE |
Category |
G01. Logo Design |
Entrant
|
W&CIE Paris, FRANCE
|
Idea Creation
|
W&CIE Paris, FRANCE
|
Credits
Gilles DELERIS |
W&Cie |
Chief Creative Officer |
Paul GROVES |
W&Cie |
Creative Director |
Jean-Jacques CHARRAIS |
W&Cie |
Senior Art Director |
Albane VAN EECKHOUT |
W&Cie |
Junior Art Director |
Alexandre CELAIRE |
W&Cie |
Junior Art Director |
James WATKINS |
W&Cie |
Copywriter |
Martin PIOT |
W&Cie |
Managing Director |
Cécilia DESCHAMPS |
W&Cie |
Project Manager |
Anais GUILLEMANE |
W&Cie |
Head of Strategic Planning |
The Campaign
We’ve created a hybrid place in between a bar, a restaurant, a hostel, an apartment, a concert hall: meet JO&JOE!
Creative Execution
1. A name: JO&JOE, a schizophrenic personality, a conversation between two friends, two ways of seeing the world, of traveling, of partying...
2. A visual identity, as bright as the sun, versatile, adapting to each city
3. A semantic territory, thought like a punchy and witty conversation, between two friends who just love to contradict each other
4. A graphic territory, creatively refreshing and eclectic, fueled with witty catchphrases and funny pictograms.
5. Spaces, designed as an open house, with different atmospheres and experiences
Indication of how successful the outcome was in the market
JO&JOE is the first brand to be launched by AccorHotels in the last 10 years
> + 400 press clippings and 1300 mentions in 3 days
> 50 000 people reached during the online activation launch
To cater to the large and complex population of Millennials and Millennials-minded, JO&JOE is a new hospitality concept, always changing, adapting to its clients and not the other way around ! In few words, JO&JOE has been created by and for its clients.