Hilton Park Lane is the latest brand to embrace the potential of fake OOH adverts as its social feed shows a giant ‘Do Not Disturb’ sign hanging off the hotel the day after the Brit Awards 2024.
The faux OOH activations were created by TBWA/London in celebration of the new partnership between The Hilton and The Brits and in a nod to the fact that those who attended the ceremony would appreciate the quiet after a heavy night of partying.
In the run up to the awards, a faux giant Brits Award statue was seen unrobing a Hilton dressing gown, also as part of the stunt.
To create the work, TBWA/London worked with newly acquired Omnicom production company Coffee&TV to make the FOOH.
The partnership builds on Hilton’s ongoing commitment to supporting the music industry, with the first every Grammy’s hosted at The Beverley in 1959. Over the past few years the well-known hotel chain has offered fans the chance to see the likes of Stormzy, Olly Alexander, Kylie Minogue and more.
The awards earlier this week saw Raye make history with six Brits wins, beating the likes of Blur, Adele and Harry Styles.
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Hilton EMEA marketing and loyalty vice president Stijan Bastiaens said: “Our partnership with The Brit Awards is just one example of commitment to supporting the music industry and how we give our guests the opportunity to Stay in the music, with unique access to some of the best sporting and music events.”
“Our positioning at the heart of one of the biggest cultural moments in the UK music calendar and our disruptive faux OOH activations are bold and memorable ways to show our commitment to both our music partners and Hilton Honors members.”
TBWA/London executive creative director Paul Jordan said: “This Hilton X Brits partnership is a big deal, so it demanded a big, disruptive idea to celebrate it. Hilton hotels always played a role in the music scene – we just needed to remind the world of this – in a way that felt surprising but truly authentic.”
“Those iconic hotel moments just before the big night seemed like the perfect places to play. But this is just the start – watch this space, as the Hilton Honors have even more exciting plans in the pipeline.”
