︎

SHAWN GAUTHIER

CREATIVE DIRECTOR/COPY


Former Saatchi & Saatchi, McCann, and Publicis CD/Copy. My process for creating great work: Find the single most important thing (SMIT).  Focus every effort and every team on that singular, strategic insight. At first, aim for quantity. Be prolific. Then edit and finesse. If something makes you laugh, make it work. Keep copy to a minimum. Tell stories visually. Have fun. The best idea of your life might be two seconds away.

HILTON


RADIO 


I created these radio spots as a part of Hilton’s first-ever celebrity-focused campaign starring Anna Kendrick.   

The Brief: Discount travel sites were cutting into Hilton’s revenue. Communicate that booking directly through Hilton.com actually offers the best rates.

The Results: Double-digit growth in brand consideration and increased consumers’ intent to book direct at Hilton.com or through the Hilton Honors app. Additionally, the message resonated with younger consumers, specifically Millennials and Generation Z.