Brief MHG needed to go big & bold to sustain luxury hotel guest numbers in times of economic downfall. 
Idea During a recession, people start to get fed up after a while 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. 
Results Amidst difficult financial times, this controversial campaign generated press in over 30 of the industries' most influential websites like Fast Company, SF Weekly, CBSBlackBook, BusinessWire and Argos Media.

'Recessison' let the Morgan audience know they deserved a 'recess' with Morgans, and to not let fear rule their lives.

 RecessIsOn Youtube Channel with one film launched over the Hudson River.

T-shirts worn by staff in San Francisco and NYC, which were bestsellers at the hotels a year after the economic crisis.
Fun trolley and other disruptive ambient and guerrilla tactics.
Filled with consumer-generated content and aggregated suggestions, the website showed visitors how to cope with the recession while still having a bit of recess.