The One Show
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Category
Popular Culture Impact
Annual ID
OS25_CD016M
Background
Most hotel loyalty programs, even those by 5-star global brands, offer predictable rewards like free breakfasts and late check-outs among others, making it hard for brands to stand out. Artotel Group, a Southeast Asian luxury hotel chain known for its creative hospitality and passion for local arts and culture, wanted to break away from this norm. The brief was to promote the new loyalty program in a way that would challenge the world's biggest brands and make a bold statement about Artotel Group’s level of service and dedication to guests.
The challenge was twofold:
1. Differentiation: Competing with global 5-star chains required Artotel to create a unique identity that resonated with their audience.
2. Shifting focus from price: With travellers increasingly relying on travel platforms to compare prices, Artotel needed to highlight the unique experiences they offer instead of competing on cost alone.
Artotel’s target audience, creatively minded "Explorers," are curious travelers who value enriching, authentic experiences over traditional luxury. These individuals are drawn to brands that reflect their love for art and culture. However, Artotel’s existing loyalty program didn’t fully align with their creative identity or appeal to this audience.
To address these challenges, Artotel set clear goals: differentiate from competitors, increase brand awareness, grow loyalty membership, and drive direct bookings.
We helped Artotel rewrite the rules of hospitality, and their loyalty program by introducing "Rockstar," a first-of-its-kind tier. This status rewarded the most loyal guests with a complimentary stay where they could live like true rock stars — free to do anything they wanted. Achieving Rockstar Status required staying 120 consecutive nights, a near-impossible challenge that got everybody talking.
The challenge was twofold:
1. Differentiation: Competing with global 5-star chains required Artotel to create a unique identity that resonated with their audience.
2. Shifting focus from price: With travellers increasingly relying on travel platforms to compare prices, Artotel needed to highlight the unique experiences they offer instead of competing on cost alone.
Artotel’s target audience, creatively minded "Explorers," are curious travelers who value enriching, authentic experiences over traditional luxury. These individuals are drawn to brands that reflect their love for art and culture. However, Artotel’s existing loyalty program didn’t fully align with their creative identity or appeal to this audience.
To address these challenges, Artotel set clear goals: differentiate from competitors, increase brand awareness, grow loyalty membership, and drive direct bookings.
We helped Artotel rewrite the rules of hospitality, and their loyalty program by introducing "Rockstar," a first-of-its-kind tier. This status rewarded the most loyal guests with a complimentary stay where they could live like true rock stars — free to do anything they wanted. Achieving Rockstar Status required staying 120 consecutive nights, a near-impossible challenge that got everybody talking.
Creative Idea
Every hotel loyalty program, including those by the biggest global 5-star chains, offers the same rewards such as complimentary breakfasts, late check-outs and free room upgrades. Artotel Group, a Southeast-Asian luxury hotel chain known for its creative hospitality and love for art and culture, didn’t want to become part of the template.
So, we created a whole new tier called "Rockstar", in their existing loyalty program. It rewarded the most loyal guests with a complimentary stay, where they can do anything they want and live like real rock stars. To reach Rockstar Status, guests needed to stay 120 consecutive nights — a near-impossible challenge that got everybody talking.
This unconventional approach reached consumers online and offline, exponentially increasing room bookings and loyalty membership sign-ups, resulting in:
+387% website visits
+30% room bookings
262,898 new members (and counting)
By taking a measured risk and rewriting the rules of hospitality, the campaign helped Artotel Group go from a regional hospitality brand that celebrates arts, music, and culture, to a brand that took culture to the next level by bringing back the spirit of Rock 'N' Roll on the global stage. Ultimately, the brand saw an ROI in business results that exceeded the projected costs.
So, we created a whole new tier called "Rockstar", in their existing loyalty program. It rewarded the most loyal guests with a complimentary stay, where they can do anything they want and live like real rock stars. To reach Rockstar Status, guests needed to stay 120 consecutive nights — a near-impossible challenge that got everybody talking.
This unconventional approach reached consumers online and offline, exponentially increasing room bookings and loyalty membership sign-ups, resulting in:
+387% website visits
+30% room bookings
262,898 new members (and counting)
By taking a measured risk and rewriting the rules of hospitality, the campaign helped Artotel Group go from a regional hospitality brand that celebrates arts, music, and culture, to a brand that took culture to the next level by bringing back the spirit of Rock 'N' Roll on the global stage. Ultimately, the brand saw an ROI in business results that exceeded the projected costs.
Insights & Strategy
The Artotel Group experience is designed to appeal to creatively-minded "Explorers". They are curious and adventurous as they seek out proactive ideas and more unique concepts to enrich their travel. Wanting more than hospitality, Artotel Group takes them on a wondrous and eccentric journey. We tapped into their penchant for adventure by offering something no other hotel has or could offer their guests: the ability to do absolutely anything they want and party like real rock stars.
Execution
The "Rockstar Status" campaign was crafted to break away from the polished, predictable tone of traditional hospitality marketing. Instead, it embraced a bold, rebellious style that captured the freedom and chaos as a result of living like a rock star. Every element of the execution — tone, visuals, and messaging — was designed to feel raw, exciting, and full of personality, reflecting Artotel Group’s creative DNA.
The tone of the campaign was unapologetically daring, rejecting perfection in favour of authenticity. From riding motorcycles down hallways to flooding suites, the work showcased extreme, aspirational moments that pushed boundaries. This energy was carried through every medium, using dynamic visuals, gritty textures, and deliberately imperfect techniques to create a sense of spontaneity and fun. The craft focused on amplifying emotion and creating an experience that felt alive and unfiltered, ensuring the campaign stood out in a market saturated with safe, polished hotel ads.
To reach the target audience, we cast a wide net across multiple platforms. The campaign launched online through major social media outlets and YouTube, where its bold tone immediately grabbed attention. Offline, it extended to print magazines, out-of-home posters, cinemas, broadcast television, and a live activation stunt at Indonesia’s biggest travel fair. Each placement was carefully chosen to ensure maximum visibility and engagement, driving people to sign up for Artotel’s loyalty program.
By combining a rebellious tone with high-energy craft and widespread placement, the campaign transformed Artotel into more than just a hotel — it became a destination for unforgettable experiences. The execution challenged industry norms, turning heads and sparking conversations both online and offline, while positioning Artotel as a brand that delivers creativity, adventure, and freedom like no other.
The tone of the campaign was unapologetically daring, rejecting perfection in favour of authenticity. From riding motorcycles down hallways to flooding suites, the work showcased extreme, aspirational moments that pushed boundaries. This energy was carried through every medium, using dynamic visuals, gritty textures, and deliberately imperfect techniques to create a sense of spontaneity and fun. The craft focused on amplifying emotion and creating an experience that felt alive and unfiltered, ensuring the campaign stood out in a market saturated with safe, polished hotel ads.
To reach the target audience, we cast a wide net across multiple platforms. The campaign launched online through major social media outlets and YouTube, where its bold tone immediately grabbed attention. Offline, it extended to print magazines, out-of-home posters, cinemas, broadcast television, and a live activation stunt at Indonesia’s biggest travel fair. Each placement was carefully chosen to ensure maximum visibility and engagement, driving people to sign up for Artotel’s loyalty program.
By combining a rebellious tone with high-energy craft and widespread placement, the campaign transformed Artotel into more than just a hotel — it became a destination for unforgettable experiences. The execution challenged industry norms, turning heads and sparking conversations both online and offline, while positioning Artotel as a brand that delivers creativity, adventure, and freedom like no other.
Results
Within two weeks of the campaign launch:
+387% website visits
+30% room bookings
11,488 new loyalty program members
As of 28 Nov 2024:
262,898 new loyalty program members and counting
+387% website visits
+30% room bookings
11,488 new loyalty program members
As of 28 Nov 2024:
262,898 new loyalty program members and counting
2025 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / Singapore
Production Company
Sauce Universe / Jakarta
Associate Creative Director
Maggie Michella
Bruno Andrade
Pedro Pedreira
Chief Creative Officer
Nicolas Courant
Copywriter
Jerome Toh
Creative Director
Stephan Schwarz
Aritra Dutta
Director
Xavier Mairesse
Director of Photography
Marc Aziz Ressang
Photographer
Esther Sutanto
Sound Designer
Antonio D'Ambrosio
Strategy Director
Paul Gage
Chief Creative Officer, Asia
Reed Collins
Executive Producer
Josh Patil
Jasmyn Asvat
Chief Brand Officer
Dien Tirto Buwono
Chief Creative Officer, Global
Liz Taylor
Colourist
Albert Goo
Offline Editor
Lorenzo Colugnati
Made Sumiartana
Online Editor
Makoto Amemiya
Post Producer
Romain Cailliez
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