“Do unto others…” the Golden Rule— it’s all about treating others as you would wish to be treated. No one understands that better than the Marriott Hotel Group. It is a guiding principle for the group. They wanted everyone to see just how much they enjoy extending hospitality to their guests and how they make it happen every day. Award-winning international director and photographer Peter Rodger was the ideal choice to bring cinematic realism to the classic maxim in the Marriott #Golden Rule campaign.
Born out of real letters of thanks from hotel guests and ideas from agency McGarryBowen, Peter captured the special courtesy, care and attention to detail Marriott is famous for with all its brands —Courtyard, Fairfield, Four Points and Springhill Suites.
Raw images were printed in the darkroom digitally, black-and-white conversion software used to do the transition into monochrome and then color was added to match the hue of the corresponding TV campaign. It was the perfect opportunity to be a photojournalist happening upon the scene and creating a complete story in each frame.
Marriott-#GoldenRule can be seen on TV broadcast, in print and different digital media venues, including long banners, extra wide headers and footers. Peter thanks a decisive client, the accommodating Courtyard staff, McGarryBowen Creative Directors Christian Liu and Andrés Arlia and his terrific producer Hannah Fehrman from Grey House Productions, Chicago.