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ART DIRECTOR
Leave The Light On • Motel 6
People love being scared, so to increase stays at Motel 6, we wanted to capitalize on the cultural movement of "spooky season" through a scare tourism campaign running between the last days of summer and the start of the holidays, when bookings are lowest.
We took 6 of Motel 6's locations and turned them into the ultimate scare destination, each themed after a motel in horror history.
The current tag line "we'll leave the light on for you" was changed to a more ominous "leave the light on" for the duration of this campaign.
Motel 6 placed door hangers To promote
their new terrifying locations.
Film students without a large budget often have trouble finding the perfect location. We opened all of our doors to perspective horror film producers and allowed them to film at any of our locations, no strings attached, in what we called Project Red Light.
VO: Ah, the sanctuary of your motel room. Driving these long roads alone at night has you on edge.
FX: Sound of door locking
VO: Your imagination must be playing tricks on you.
FX: Heart beating that continues through VO
VO: That shadow in the corner of the room is only the bath robe left for you by housekeeping. The feeling of someone watching you is the 24 hour security team keeping you safe.
FX: Creaking that continues through end of VO
VO: That slow creaking from the closet door is just- wait. *Gasp*… what is that???
FX: Heart beating 3X
VO: Motel 666. Leave the light on.
RADIO SPOT
CW: Kelsey Williams
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