DAY & NIGHT
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Memories in Six
Animating real guests’ experiences which demonstrate legendary service.
Memories in Six
A famous writer once said that any great story can be told in six words. Taking this as a challenge, The Ritz-Carlton and Team One created “Memories in Six,” a series of videos featuring stories from guests, brought to life using a variety of animation styles.
An extension of the brand’s Let Us Stay With You® campaign, these animated videos celebrate genuine acts of kindness and consideration so surprising that they were remembered long after the hotel stay ended. These experiences were created around the world by the Ladies and Gentlemen of The Ritz-Carlton, a group empowered to use their creativity to deliver a memorable experience that lasts a lifetime.
“Telescope” masterfully animates the story of an ingenious marriage proposal made possible by the Ladies and Gentlemen of The Ritz-Carlton near Manhattan’s Central Park.
“Ballerina” uses cut-paper animation to tell the story of how The Ritz-Carlton fostered one little girl’s love of dance at its hotel in Tenerife, Spain.
“Camera” replicates watercolor brush strokes to animate a story from Muscat, Oman, where two intrepid Ritz-Carlton Gentlemen dove underwater to successfully rescue a guest’s camera lost at sea.
“First Day” brings to life the story of two young children staying with their parents at The Ritz-Carlton, Tokyo. A perceptive Lady at The Ritz-Carlton sensed their nervousness about starting at an unfamiliar school so she found the siblings Japanese lunchboxes, which she filled with stickers and friendship bracelets they could share with their new classmates.
Let Us Stay With You
The tagline that became a mantra for The Ritz-Carlton employees around the world.
Let Us Stay With You
Most hotel brands ask guests to step into their world, stay for a while, and then they bid them farewell until the next time they need a room. Instead, for The Ritz-Carlton, Team One’s strategists created a new value equation by asking, What did a guest really gain from the experience? What made it meaningful? In a world where even luxury brands stand for the same thing, if an experience is truly rare and special, guests will pay more – happily. The resulting campaign, “Let Us Stay With You” went far beyond ads. It expressed the value of meaningful experiences that last a lifetime and transformed the meaning of the relationship The Ritz-Carlton builds with its guests. Instead of asking guests to stay at the hotel, we asked permission to stay with them. Instead of giving them their money’s worth, we would give them their memories’ worth. Our campaign focused on something far bigger and everlasting than a typical stay at a hotel; it spoke to the enduring value of treasured memories. Beyond a typical advertising campaign, we inspired the entire company,for whom “Let Us Stay With You” has become a rallying cry for The Ritz-Carlton and its Ladies and Gentlemen around the world.
- AdWeek Brand Genius: Winner
- HSMAI Adrian Award: Bronze
- HSMAI Adrian Award: Gold
- HSMAI Adrian Award: Silver
Imagine a Meeting that Does Not Feel Like a Meeting
Starting with a blank sheet of paper to reveal how Marriott’s Meetings Imagined creates meetings that don’t feel like meetings.
Imagine a Meeting that Does Not Feel Like a MeetingView Example
No matter its size or venue, most of us know what to expect from a business meeting. Marriott wanted our help in creatively expressing all the ingenuity and insight they brought to making meetings people would actually remember. We started by reframing a successful meeting as one where people were productive. By using that goal as a starting point, our surprisingly lovely animated video conveyed clearly that Marriott offered all the great destinations, culinary expertise, dedicated staff and digital tools to deliver anything you imagine.
The Ritz-Carlton Print
A visually striking campaign keeps a storied brand from becoming old news.
The Ritz-Carlton PrintView Example
The Ritz-Carlton needed to evolve. If not appropriately maintained, the brand’s great heritage, its most valuable asset, would eventually work against it with competing hotels ready to take the crown.
Knowing that there was one thing no one could do better than The Ritz-Carlton — service — Team One crafted a brand story around this differentiating quality. With a campaign centered around experiences such as family time and romance, Team One communicated more about the brand than a cotton bathrobe ever would.
The Ritz-Carlton Film Series
When you convince a hotel to act like a movie studio, amazing things happen.
The Ritz-Carlton Film Series
With The Ritz-Carlton properties providing a stunning backdrop, The Ritz-Carlton Film Series helped the brand engage a younger audience where they are most comfortable: the Internet. Onscreen, the brand’s unique approach to service actually helped drive the plots of these short films, making The Ritz-Carlton more than merely a sponsor or a location. “The Ritz-Carlton becomes a character in these films,” Chief Creative Officer Chris Graves said. “The hotel plays a role that enables these really special human stories to be told.”
- HSMAI Adrian Award: Platinum
The Ritz-Carlton Website Refresh
Revamping ritzcarlton.com, Team One also blew the digital dust off the Lion and Crown.
The Ritz-Carlton Website RefreshView Example
We were asked to refresh the front end design of ritzcarlton.com to bring into line with the new campaign and corporate look and feel.
Freeing private jets from the shih-tzu and champagne crowd.
Private jets were a near universal icon of extravagance and waste. To relaunch Flexjet, we made a powerful compelling case to the contrary, reframing private jets as powerful, valuable business tools.
Air New Zealand
This proves we were singing the praises of New Zealand long before Peter Jackson.
Hoping to increase its allure to business travelers, Air New Zealand broke its first U.S. national campaign with Team One.
Removing the Unnecessary
Print that didn’t just explain, but demonstrated the beauty in removing the unnecessary.
Removing the UnnecessaryView Example
To help distinguish JW Marriott in the luxury space, we created a print campaign that pulled through the philosophy of the brand. JW Marriott believes that perfection can be achieved, not by gratuitous excess, but by removing the unnecessary. Only then can guests find true focus, allowing the extraordinary to emerge.