Brief: MHG needed to go big & bold to be able to sustain hotel guest numbers in times of economic downfall.
Idea: During a recession, people after a while start to get fed up with all the negative media focus and doom & gloom thinking. They often look for positive outlets, reasons to have fun, and to confront the problems full-on by giving them the victorious big finger. 'Fuck the Recession' is a celebration of still being in control and treating yourself in times of deflation. Because, attitude is everything.