To mark its opening in Mykonos, the LGBTQIA+ hotel chain presents ‘Gods, leave Olympus’, a campaign against perfection standards.
What if the gods were also tired of appearing perfect? That’s how ‘Gods, leave Olympus’ begins, Axel Hotels new mythological campaign that draws a parallel between classical gods and the dictatorship of algorithms.
Because even though more than two thousand years have passed, we’re still trapped in the same molds: sculpted bodies, ideal lives, and unreachable standards.
Freedom, body and representation
Under the creative direction of Kike Doatis and Eric Monteagudo, the campaign presents a group of “gods” painted in white, frozen on pedestals, who come back to life. They let loose, kiss, twerk… And leave behind everything that was expected of them.
In the words of Kike Doatis: “We’re not talking about how the gods lived, but how we’ve represented them over time. This is a campaign for everyone who’s ever felt the pedestal was too high.”
Without showing a single suite, breakfast, or pool, the spot is a visual allegory about bodies, expectations, and the pleasure of breaking them.
Just in time for Pride
The campaign is launched alongside the opening of Axel Beach Mykonos, the brand’s first five-star hotel. And it drops right in Pride Month, a key moment to celebrate what the brand as promoted since it was founded in 2003: respect, diversity, and freedom.
This launch is another step in that direction. As Albert Olivé, CEO of Axel Hotels, points out: “We’ve grown with the community, and that’s made us question and learn a lot. Each campaign we do helps us understand who we are and where we want to go.”
With this new hotel, Axel Hotels strengthens its presence in the Mediterranean and kicks off a new model of international franchises. Following the success of Bilbao, Mykonos becomes the second opening of 2025, to be followed soon by Valencia and Porto.
About Axel Beach Mykonos
Axel Beach Mykonos, a small Mediterranean oasis designed for relaxing in the sun. On the outside, the pure white of the polished, minimalist architecture that is so typical of the island. On the inside, contrast, color, and space to be yourself. Disconnect and dive into whatever comes next.
The hotel is just a few steps away from the maze-like streets of the city center, where you will find the exciting atmosphere the city is known for. Nearby, you’ll find Ornos Beach and Platys Gialos, and a few minutes more by car are the LGBTQIA+ beaches of Elia Beach and Super Paradise Beach.
