Campaign Chapter 2 Features
Chapter 2 of "The Butler Did It" campaign is set in The OWO (Old War Office), London's iconic historic building. This building, once used as the British government's War Office, is a prestigious structure now reborn as Raffles London.
The campaign features British actor Henry Golding, known for "Crazy Rich Asians," expressing the essence of Raffles' butler service through cinematic direction. This visual work is highly regarded as a cultural piece pursuing the artistry of butler service, beyond mere advertising.
Set in the historic The OWO, the campaign renders the artistry of butler service through a cinematic lens.
Glamorous New Cast
Chapter Two sees Tim Easton reprise the Butler role alongside new guests including Henry Golding, Oli Green, Jacquetta Wheeler, Stephanie Grainger and Amalie Gassman. It was directed by Trey Laird, with photography by Dylan Don and styling by Robert Rabensteiner.
The Singapore storyline continues at The OWO, blending fashion-forward imagery with Raffles' signature personalised service.
Realization of Hyper-Personalization
The core of the campaign is the concept of "hyper-personalization." This represents a service philosophy of deeply understanding each guest's personality, preferences, and lifestyle, providing completely customized experiences for each individual.
Raffles butlers conduct detailed research before guest arrival, and throughout the stay, anticipate needs before guests verbalize them, creating experiences that exceed expectations. This level of service reaches an artistic realm that improves quality of life, beyond mere hospitality.
The OWO Backdrop
Set against the historic Old War Office walls, once trodden by spies, the campaign captures unexpected service moments such as a private afternoon tea, bedtime stories and a royal wake-up by the King's Piper.
It showcases Raffles' butler tradition through a lens of British sophistication and intrigue at this landmark London property, rolled out worldwide.
Cultural and Social Impact
This campaign plays an important role in reinterpreting the traditional profession of butler service in a modern context and enhancing its social value. It particularly functions as effective media conveying the appeal and possibilities of the butler profession to younger generations.
Additionally, by setting it in London, a historic city, it symbolically expresses the fusion of British butler culture tradition and modern innovation, showing new directions for international butler service development.
