KesselsKramer Hans Brinker Hostel Brand Advertising/Identity

*KesselsKramer is a communications agency based in Amsterdam and London which was founded in 1996. Their ethos "Make it meaningful!" is key in their work and style as they aim to make designs which are human-like, relatable and engaging which becomes part of our everyday lives. Kessels Kramer was asked by Amsterdam based hostel, Hans Brinker Hotel to advertie and brand their hotel.

Instead of sugar coating the 'bad' service that Han's Brinker had, KesselsKramer decided to embrace the 'bad' aspects of the hotel instead. Using blunt, humorous phrases KesselsKramer managed to grab people's attention as it's an unexpected way of approaching an advertisement. Instead of highlighting the good services and things to offer to customers, KesselsKramer focused on what the hotel can't do. I think this was very smart as it makes the customers rethink about the ad and makes them even more curious to what the hotel is like. Turning the advertisement on it's head makes it seem much more interesting and fun. Their usage of punchy phrases makes it seem like a conversation making it quite relatable and funny. To add to this, I think they've also considered their audience very well - students, young adults wanting cheap hostels, as they've used language which relates to them which is quite informal and conversational. However, the language used does not directly address the audience, which I found quite interesting as it makes you want to read it but at the same time it's not directly taking to you - there's a lack in personalisation within the message. Similar to the emotionally intelligent language that I've researched before I think KesselsKramer were also trying to demonstrate some type of empathy from the viewers. Telling the truth may lessen the expectation therefore it may lead to a better experience in the hotel. 

The messages are further highlighted with the images that are used with it. Using real images from the hotel makes it seem closer to the audience as well as the fact they quite look 'badly made' highlights and references the service from the hotel. It in some way shows the audience that what they see is definitely what they'll get, and they get this confirmation from the pictures.

The typography used quite bold for the context that it's in. It doesn't really scream like an ad for a hotel but rather an ad for something dull and gloomy, which I think ironically fits the content and context of the advertising, making it very clever in how it's created. The typography compliments the picture very well as connotes the same tone as the message that is being delivered, making the overall advertising very effective and communicative towards its target audience.

Thoughts & Reflection:

Overall, the use of language really stood out for me for this. The usage of blunt and I guess 'real' language made the advertising much more effective as it's straightforward but in a very funny and clever way. It makes the audience question the advert thus effectively engaging with it and making it part of their life. For my publication, my usage of language will definitely be key in order for me to engage the readers with my content. I think maybe looking more into linguistics or psychology of reading may help? However, I don't know if that's going off topic too much?

https://www.itsnicethat.com/articles/kesselkramer-hans-brinker-budget-hotel-corporate-identity
http://www.kkoutlet.com/about