FHW Staff – Mumbai
One&Only Resorts has unveiled an iconic new brand campaign featuring supermodel Christy Turlington. The campaign speaks the language of ultra-luxury travel through strong visuals which convey the sense of being in the moment with carefree confidence, requiring few words to get the message across. The brand’s new campaign also features five short films to communicate One&Only’s hospitality, design detail, sense of local culture and the One&Only life and energy.
One&Only tapped creative agency Chandelier to develop the campaign. Helen McCabe-Young, executive vice president, One&Only Resorts, said, “We were looking for something special that would speak to the discriminating traveller in an interesting and appealing way. We wanted to express an attitude with an emotive quality that represents how you feel when a holiday is just right. We felt Christy Turlington was perfect for conveying that feeling. Chandelier really understood what we were after and how to deliver the One&Only experience visually.”
On the choice of Christy Turlington, Richard Christensen, founder and creative director, Chandelier said, “She is one of the most iconic and recognisable faces from the world of fashion and beauty, and has always maintained a look and lived a life of chic elegance both on and off the runway. Christy appeals to the brand’s target audience because she is confident and speaks an understated language by signalling luxury without screaming it.”
Young, said, “We really wanted this campaign to be a discovery, we hope to captivate consumers with our impactful imagery and let the exploration continue through the films. We wanted the entire journey to be emotive—to give a glimpse of the One&Only experience. It is how we make people feel at every touch point that is important, and that includes our communications.”