Ritz-Carlton "Cleveland" (2017) :30 (USA)

Team One has created an integrated campaign that uses illustrations of local attractions to relaunch The Ritz-Carlton, Cleveland, that will run on social media. I had no idea there was even a Ritz-Carlton in Cleveland, to be honest. The hotel which reopened in October, wants to highlight its association with the city's landmarks including Cleveland's baseball stadium, basketball stadium, Jack Casino as well as some of the more interesting amenities the hotel offers.

The client loved these illustrations so much that additional ones were commissioned including a set of notecards for guests who stay there. Cards featuring lines from the campaign creative and additional illustrations were added for West Side Market, The Museum of Art and the hotel itself. The back of each card was left blank for writing purposes except for a small logo and “Proud to be a Clevelander” line. The Ritz-Carlton, Cleveland opened its doors in 1990.

The illustrations are done by UK artist Michael Arnold. Makes you wonder why if the campaign is all about Cleveland pride, why they didn't commission a Cleveland artist to make the illustrations.

Advertising Agency: Team One, Los Angeles, CA (USA)
Chief Creative Officer: Chris Graves
Creative Directors: James Hendry, Phil Glist
Art Director: Drew Shook
Copywriter: Luke Roloff
Group Account Director: Jamie Kerr
Account Executive: Hilary Crist
Project Manager: Brianne Worley
Strategy: Alexis Rosenthal
Senior Art Producer: Rachel Crain
Business Affairs: Natalie Pranevsky
Print Producers: David Voliva and Nikole Knak

Illustrations done by: Michael Arnold http://mkrnld.co.uk/

Print Vendor: Primary Color

Media Team: Wavemaker Global
Media Partners: Omni Media, Orange Barrel Media, Lamar
Post-Production Partner: Hi-Rezz

Client: The Ritz-Carlton, Cleveland

Adland® is supported by your donations alone. You can help us out by buying us a Ko-Fi coffee.
Anonymous Adgrunt's picture
Files must be less than 1 MB.
Allowed file types: jpg jpeg gif png wav avi mpeg mpg mov rm flv wmv 3gp mp4 m4v.
Dabitch's picture

I can not agree more with your last point. I earned nicely as a storyboard illustrator before I got properly paying advertising work since I have an illustration degree, so I do still try to keep track of talented artists out there. When there's an opportunity to use illustrations in ads I make a point of finding original artists that not only can do the right look but "suit" the idea in other ways as well. If this is all about Cleveland, a local talent should have been sought out. Oliver Barrett is in Cleveland. Deanna First is from Cleveland. Not using Cleveland talent is a bad look.

Anonymous Adgrunt's picture

As an illustrator, I really appreciate you both saying this.