Premier Inn: Pillow Fight Club

Premier Inn, a hotel chain, promoted its new pillow by recycling its old stock to create a nationwide underground network of Pillow Fight Clubs in the UK.

Overview

To promote Premier Inn's new pillow, we found a creative way to recycle the old stock - a nationwide underground network of Pillow Fight Clubs, inspired by the cult classic film Fight Club. Tapping into the cultural moment of the film's 20th anniversary, we launched the Pillow Fight Club through a shot-for-shot remake of one of the film's most iconic scenes with a mini Brad Pitt and recreation of David Fincher's iconic shooting style; causing Pillow Fight Clubs to sell out inside two hours and pillow sales to increase by 25%.

The Challenge

We were asked to help launch...

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