Hilton asked us to create a dedicated summer campaign focused on the colour ‘pink’, with an exclusive, limited range of pink culinary and drink specials.

We created a campaign with two slightly different iterations, based on consumer attitudes and sentiments across two different regions.

 As well as the two campaign concepts with their shared overall look and feel, we created a suite of assets that encourage guests to come and enjoy the limited-edition food and drink awash with pink hues at Hilton hotels and resorts.

For Continental Europe and the UK, we created ‘New Dawn Rising’. Inspired by the pink hues of a sunrise, the campaign celebrates the calm after the storm of a challenging year, marking the start of a new chapter and a new dawn rising after the dark. One that is filled with lighter, brighter days, bringing an abundance of positivity and optimism to Summer 2021. Unlike a ‘new dawn’ that has arrived, ‘New Dawn Rising’ is a celebration of all that’s to come.

Our visual language is vibrant and bold, using graphical sunbursts, shimmering gold foil finishes and a striking colour palette. The campaign lockup feels overtly summery with rounded flourishes and quirks in the typography paired with the gold foiled sun monogram. When all visual elements are used together, there’s a clear representation of new beginnings.

For the Middle East and Africa, we created the ‘Life is Sweet’ campaign. This campaign is a celebration of living in the region and making the most of all it has to offer, while the ‘sweet’ hook also ties neatly into the drinks and sweet culinary specials on offer. What better way to celebrate how sweet life is than joining the celebration?

While keeping the general look and feel of the Europe and UK campaign to emphasise their connection and synergy, for this route we softened the pink tones to give more dream-like connotations.


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