Peninsula Hotel

Peninsula Hotel

PORTRAITS of PENINSULA. ONE OF THE MOST CELEBRATED HOSPITALITY CAMPAIGNS OF ALL TIME.

It was rooted in a unique insight — in the five-star hotel world, affluent guests, most of whom work incredibly hard, appreciate a staff who take enormous pride in their work too. Peninsula is a small company, but when we convinced Annie Leibovitz to leave Hollywood celebrities for Peninsula bellboys, we had an idea that would make them very, very big.

A PORTRAIT OF PHILANTHROPY.

From the beginning of our creative development we knew a philanthropic component had to be a part of the campaign.  We partnered with the International Center of Photography at their outpost in the South Bronx and had Annie Leibovitz teach these very fortunate students a little of what she knew.  Annie curated a selection of their images and an auction was held at The Peninsula on Fifth Avenue.

Created by scott szul | June 17, 2016 | Home-Page-Work