Most ALS awareness videos that are released by individuals or brands go right in for the kill, but JW Marriott's take on the challenge shows how much care it puts into things.
The video features a man in a suit preparing a glass of drinking water by dropping in individual ice cubes, adding rose petals one by one and finally stirring it up. Afterwards, the glass of refreshing rose-infused water is dumped over a statue of the winged creature that represents the brand. Although it may have been chilly, the bird quickly has its face cafefully dabbed by the doting attendant. Up next, JW Marriott is nominating Fairmont Hotels & Resorts, Waldorf Astoria Hotels & Resorts and The Ritz-Carlton Hotel Company to perform their own versions of the Ice Bucket Challenge.
What's Driving This Trend
- Luxury Bucket Challenge
- Opportunity for luxury brands to approach ALS awareness campaigns in a more sophisticated and classy manner, making use of their brand value to create a viral impact
- Caring Brand Value
- A trend that highlights the importance of brands showcasing care and attention to detail within their campaigns, leading to a more intimate relationship with their customers
- Personalized Challenges
- A trend that calls for brands to personalize the ice bucket challenge to better align with visual aesthetics, making the campaign more memorable and engaging for the audience
Who This Affects Most
- Hospitality
- Hotels can use their brand value and resources to present ALS awareness campaigns through the lens of luxury and personalized care, to strike a chord with people while promoting social good
- Marketing
- Marketing professionals can adopt this approach effectively within similar campaigns that aim to win hearts and minds of audiences through more creative visual storytelling
- Philanthropy
- Non-profits can use the trend of luxury bucket challenges to increase awareness about their cause, while simultaneously tapping into donor pools that may be looking for elevated, memorable experiences that go beyond typical fundraising methods
