We've been working with Hostelworld since 2015, repositioning them as a cool way for young travellers to meet the world.
A key challenge has been overcoming outdated perceptions of the accommodation. So we've created a series of online films
starring some very unexpected guests. They showcase the quality of hostels these days – without being a boring brochure.
The most recent Unexpected Guest is none other than world renowned A-list diva, Mariah Carey.
And here’s the legendary 50 Cent, reprising his role in the most-viewed-ever episode of MTV Cribs.
The campaign resulted in 1.2 Billion media impressions earned. Now that's dope!
Then there’s Charlie Sheen...people have out-dated perceptions of him too.
So we played on the parallels with a series of short click bait-style videos. #winning
Or what about a cult favourite? Alan Partridge had the idea of “Youth hostelling with Chris Eubank” twenty years ago – so when we spotted this becoming a social media meme all over again, we decided to make the show for real. Well, kind of.
Then there was the time the MTV Awards came to Rotterdam. Could that really be Adele, Bieber, One Direction and co at the King Kong Hostel? It certainly looked like it, but the real message was that you don't have to be a star to live like one.