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The Immortal Awards

My Most Immortal Ad: Laura Rice on Hans Brinker's 'Budget Hotel'

The Immortal Awards juror and In The Company of Huskies senior art director on the the one ad she'd poster on her wall

My Most Immortal Ad: Laura Rice on Hans Brinker's 'Budget Hotel'

With just a few weeks to go until this year's Immortal Awards deadline, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.

It's the turn of Laura Rice, senior art director at In The Company of Huskies, who opts for a long-running campaign for a budget hostel in Amsterdam...

The deadline for this year's Immortal Awards is Friday 10th September. More information on how to enter can be found at the bottom of the article.


Hans Brinker 'Budget Hotel' (1996)



I remember the first time I saw this campaign and thinking how much it inspired me.

The idea that a client could be so brutally honest was very refreshing to me and it gave me great hope for what’s possible with advertising. The budget was very small on this campaign and yet, it managed to turn their hostel into a tourist destination. Pure genius!

Conceived in 1996 the client still uses this strategy today. The original art direction is so ahead of its time too, the minimalist block colouring and stencil graphics are divine. If I could poster one ad on my wall, this would be it.

Campaign: Selling the worst hotel in the world
Agency: KesselsKramer
Client: Hans Brinker Hotel

Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today. 

Entries into The Immortal Awards will be accepted until September 10th 2021. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.  

Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.


Featured Companies: In The Company Of Huskies

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