Claire Wyatt

With a portfolio of bespoke hotels located near college towns around the country, Graduate Hotels came to us to create their first ever brand campaign.

The result is For the Glory Days: a forthcoming campaign that brings nostalgia and “new-stalgia” together to show how you can relive the memories (and make new ones) with every stay.

To launch it, we made a brand film that brings the campaign to life through the story of a mother and daughter, and a college visit that takes an unexpected turn...

They don’t call it your best years for nothing.
Because between the day you move-in and the day you graduate,
A special kind of alchemy happens:
A once unknown town becomes your home:
That weird roommate becomes your best friend,
And strangest of all – you meet yourself.

But it takes time:
Four years of trial and error:
When you make your biggest strides
And your biggest mistakes,
Where you meet the people you’ll never forget
And a lot of people you will.

So whether you’re a freshman, or an alum:
Revisiting your alma mater,
Or just imagining what could be,
We make every visit feel like a homecoming.

For the good times that have passed and the good times to come,
We’re here for the Glory Days.

Agency: JOAN Creative | CCO: Jaime Robinson | ECD: Dan Lucey | Copywriter: Claire Wyatt