US hotel chain Hyatt has released a video campaign celebrating social change and togetherness following the 50th anniversary of its Hyatt Regency brand.
The video, entitled ‘Come Together’, highlights the Hyatt Regency Atlanta’s history as one of the first hotels to open its doors to civil rights leaders in 1967.
The film features spoken word artist, Tarriona ‘Tank’ Ball as she explores Hyatt Regency Atlanta and recites poetic verses about sharing and compassion – an ethos the company feels represents Hyatt.
‘Come Together’ is part of a wider campaign entitled ‘World of Hyatt’, which has been built on the idea that a little understanding goes a long way.
Dave Weist, executive creative director at creative agency MullenLowe, said: “It’s incredibly inspiring to learn how a brand has impacted history in a positive way. The events that took place at Hyatt Regency Atlanta 50 years ago were brave, and today we have the opportunity to retell the story in a poignant and modern way through Tank’s powerful spoken word piece.
“Most importantly, it captures the essence of World of Hyatt and its mission to foster a world on understanding and inclusion.”
The film debuted in collaboration with news outlet The Atlantic, which released interviews with Ball and Xernona Clayton – a civil rights leader who attended the Hyatt Regency Atlanta 50 years ago.
