THE CHALLENGE:

A “brutally honest” graphic campaign

following the guidelines of the Hans Brinker previous adverts, and in accordance with

the brand’s personality (priding itself on being the world’s worst hotel. Famous for what they don't offer. But cheap beds, a funky designed bar (with a daily happy hour) and a great atmosphere.

· Tone: irony connected to humor. 

· Target: Youngsters with a limited budget

and a realistic vision of what they can get in return. People who prefer to spend their

money enjoying the city rather than sleeping (well). People with a keen sense of

humour, able to tolerate sarcasm and

self-reflexive gags.