D N A L L | A C C O R


Based on the scientific discovery of the Travel Gene, instead of launching a traditional campaign, we thought beyond the conventional and created DNALL — the world’s first genetics-based promotion. First, we partnered with a renowned genetics lab to develop our own test capable of detecting the 7R variation in the DRD4 gene. It took months of research and development to ensure the test was safe, simple, and reliable.

Then, through a multimedia campaign, we introduced the discovery to the public — evoking surprise in those who had never heard of it and sparking curiosity about whether they carried the Travel Gene. We offered the test to people who signed up for the ALL loyalty program, helping grow our customer base. Those who tested positive for the Travel Gene received loyalty points, prizes, and exclusive benefits at any Accor hotel around the world.

My Role: Creative Director w/ Gabriel França