01 / Strategy and marketing
Make a place worth discovering.
01The problem
A room that opens in 2027 has to find its cast first.
Chalet is coming back to the water in Sliema, a century after 1926. Before it opens it needs sirens, hosts, musicians, divers, and the crew that holds the room around them.
02The idea
A story that begins before the visit, and gives people a reason to come closer.
Tell the legend first, and let the call come out of it. They sang here a hundred years ago; now, very quietly, they are coming back.
03The website
A casting call you hear before you read.
The site opens with a question, “are you listening?”, then tells the legend in three movements, above the water, at the water and six metres beneath it, before it asks the next cast of Chalet to answer the call.
Visit the live site04The visual direction
The legend, painted first.
Seven paintings set the world: the wave, the venue on the water, and the room six metres beneath it. The site’s three movements follow them.
iThe callAbove the water
iiThe answerAt the water
iiiThe songSix metres beneath
05The outcome
The call is open.
sliemachalet.com is live, and it ends where the legend leads: a casting for the next hundred years of Chalet, in four parts.
- iThe floor.Ones who hold the room.
- iiThe stage.Ones who command attention.
- iiiThe deep.Ones who can hold their breath.
- ivThe crew.Ones who make it possible.
After Chalet
Have a campaign in mind?
Tell us about it.
