ODYCY

Crafting a concept to create anticipation and build momentum for a brand new destination in the Maltese market. Launched by AX Hotels, one of the island’s leading hospitality groups, ODYCY was the first destination concept of its kind. The campaign needed to reflect an all-encompassing world that would take guests somewhere they had never been before. Somewhere they could only dream of.

ODYCY — One Destination. Endless Possibilities.

The Brief

To develop a campaign concept and video script founded on the idea of One Destination. Endless Possibilities. The campaign narrative, Remember When, was about building a feeling through beautiful imagery and lyrical storytelling, cultivating intensity and emotion while intertwining moments of context that painted a picture of the destination. A journey with a beginning, middle, and end, mirroring the journey of the destination itself.

Remember when… you first set your eyes on that deep blue expanse.

When you land in a place, and you let out that low, happy sigh. That wave of pleasure falls over you, and the smell and sounds of the sea sink in.

Remember when… you returned.

To that coastal town of your memories. Regenerated, reinspired, renewed, revived. With the essence of what you recollected, refreshed and reborn.

Remember when… you felt that first splash.

The dive in the pool. The dip in the sea. The smiling faces of your little ones and loved ones, laying at the lido, learning to be free.

Remember when… you saw the sun rise.

The vast orange and yellow horizon. The sense of awe. The new warmth on your skin. And the pure beauty in the sky.

Remember when… you felt that cool breeze.

Your hair ruffling, over a memorable meal. The heat of the day breaking. A cold cocktail. And the light retreating.

Remember when… you swayed to the sounds.

The music you still hear when you close your eyes and think of that day. The gentle bob, and the joy in your body. The rise of the beat and the thrill of the drop.

Remember when… you were there.

You followed your way to the sun, on a journey of escape. You created each experience, and lived a new day, every day.

Remember when… you found ODYCY.

And discovered one destination, with endless possibilities.

​