made by Dublin, for Dublin

concept, character ideation, scriptwriting

How do you launch a new hotel in a city that doesn’t want another hotel?

Get the city involved.
 

Rather than tell Dublin how great citizenM is, we gave the city something to enjoy. Something playful. Something people might actually want to talk about.
 

We started with one of citizenM’s most recognisable brand assets: the citizen. And gave it a new job — embodying the thing citizenM cares about most…
 

A great night’s sleep.
 

Enter Pillowman — the hero of sleep. A giant, walking embodiment of the citizenM bed. Part mascot, part local celebrity, part very comfortable public nuisance.
 

From there, the story fell into place, and the script poured onto the page. Pillowman became the face of the launch, starring in a four-part social series and a suite of campaign photography, before stepping out into the real world for a sleepover party and travelling pillow fights across Dublin.
 

The result? We didn’t just announce citizenM Dublin. We gave the city something to talk about — and showed that citizenM wasn’t here to take from Dublin, but to add a little more craic.