Sofitel Hotels & Resorts launches The FRENCH IT! digital campaign

The campaign showcases the brand’s passion for arts and culture through six stylish short films

Sofitel Hotels & Resorts, global ambassador of modern French Art de Vivre and style has launched FRENCH IT! Revealing an edgier and more playful expression of the brand’s Live The French Way ethos this digital campaign of six stylish short films showcase 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. As a powerful, influential and respectful voice on modern French Art de Vivre, Sofitel shares the playful attitude in which the French express themselves, with a selection of quirky sayings creatively captured through a highly conceptual and contemporary lens. The 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. 

Connecting and appealing universally through humour, the campaign focuses on the idea that the French language contains funny, colloquial expressions. Through these expressions, Sofitel connects to its hotel experience in an unexpected, tongue-in-cheek manner in a series of digital episodes.

“French Art de Vivre is a worldwide reference for fine dining, spectacular wine, world-class design and wellbeing- all of which lies at the very heart of the Sofitel brand and has contributed to its worldwide success since its debut in 1964. Today, Sofitel plays a very important role in Accor's portfolio and is one of the most well-known brands in luxury hospitality with a continued focus on global development, especially in Greater China and Southeast Asia, with recent openings including Sofitel ambassador Seoul in South Korea, Sofitel Hangzhou Yingguan in China and Sofitel Adelaide in Australia. 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, jewellery and lifestyle living,” said Alexander Schellenberger, Chief Luxury and Premium Brands Officer, Accor.

“Sofitel is a global ambassador of French savoir-faire and Art de Vivre. 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,” said Joao Rocco, Senior Vice President, Global Sofitel Brand Leader.

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