Bringing the citizenM to the market (and your bedrooms)
To bring the comfort of citizenM beds beyond the hotels, I created and art directed citizenM Market — a playful giveaway campaign with an authentic market twist. At its heart was a prize every traveller dreamt of: a citizenM bedding set.
Drawing inspiration from the vibrant bustle of traditional street markets, I shaped a campaign that contrasted energy with serenity, highlighting the juxtaposition between chaotic errands and truly restful sleep.
brand design / brand strategy / discovery / visual Identity / tone of voice / social media / campaign
He who dares, wins
Taking cues from the market icon Del Boy Trotter, I developed a narrative around our character, Marc, navigating the everyday chaos of the market. Worn down by the noise and energy, he finally settled for a rest — transported into the quiet serenity of the seaside.
Seagulls became a playful device linking the two settings. Typically part of the chaos — greedy hunters forever chasing whatever’s in your hands (or mouth) — I reimagined them with their sights set not on chips and scraps, but on the ultimate prize: the pillows.
A feel-good, social-driven campaign
The campaign launched on social media, directing traffic to a dedicated microsite designed to capture all giveaway entries. The giveaway ran for one week and received over 350 entries from eager pillow fans.
handcrafted signage
We collaborated with Dutch sign painter, Henry van der Horst (Henry Signpainter), to craft our signature collection of market assets. Each one was hand drawn by Henry and scanned to create digital assets for use online.
