Raffles Hotels & Resorts has unveiled its latest global brand campaign, ‘The Butler Did It,’ celebrating the brand’s legendary Butler Service. This creative initiative brings together notable figures such as actor and designer Waris Ahluwalia, fashion icon Robert Rabensteiner, and model May Siu, with the talented Tim Easton playing the role of the Butler. The campaign, led by creative director Trey Laird and photographed by Dylan Don, is designed to honor the exceptional service that defines Raffles’ hospitality.
The campaign showcases Raffles’ signature blend of elegance, luxury, and attentive service through the lens of fashion and art. The butler’s role as a quiet yet pivotal figure, anticipating guests’ needs before they arise, is captured in every scene. Shot at the iconic Raffles Singapore, where the Butler Service has been a hallmark since 1887, the campaign reflects the brand’s ability to blend tradition with modernity in an engaging and whimsical way.
“With its bold aesthetic and inherent sense of wit, this campaign celebrates Raffles’ unique guest experience, particularly the magic our Butlers create in every guest interaction,” said Omer Acar, CEO of Raffles Hotels & Resorts. “The Butler is the hero of every occasion, ensuring our guests experience delightful surprises at every turn. We hope that after seeing this campaign, guests will think ‘The Butler Did It’ whenever they experience a moment of magic at Raffles.”
As Raffles continues to expand its presence worldwide with new locations in Jaipur, London, Boston, and Bahrain, the ‘The Butler Did It’ campaign focuses on one of the core elements of its guest experience: the legendary Butler Service. The campaign is set to launch globally across print, digital, and social media platforms, showcasing Raffles’ signature blend of timeless luxury and modern-day charm.
Creative director Trey Laird, known for crafting innovative campaigns for leading fashion and lifestyle brands, brings his signature style and intelligence to this project. He stated, “Raffles is a heritage brand, but it delivers a warm, playful, and modern guest experience. Through this campaign, we aimed to inspire guests to imagine how Raffles can exceed their expectations.”
The butler’s central role at Raffles is brought to life through stylized scenes that highlight the brand’s unique service. Whether it’s creating an unforgettable moment before a guest even thinks to ask or surprising them with something unexpected, the butler is portrayed as a quiet but powerful presence throughout every guest’s stay. The campaign brilliantly juxtaposes traditional butler duties with modern, fashion-forward visuals, emphasizing Raffles’ dedication to service and sophistication.
Set against the opulent backdrop of Raffles Singapore, ‘The Butler Did It’ showcases the brand’s emphasis on art, culture, and design, helping guests discover new experiences during their stay. Rabensteiner, who also styled the campaign, added a distinctive fashion-forward touch that aligns with Raffles’ reputation for blending luxury with modern elegance.
