Under the continued creative direction of Trey Laird, with photography by Dylan Don, and styling by Robert Rabensteiner, the campaign blends Raffles’ sense of theatre with a fashion-forward wink. Through striking imagery and cinematic video, the narrative unfolds within the storied walls of the Old War Office. Captivating moments are brought to life by the ever-resourceful Butler, from private afternoon tea in The Drawing Room, to a bespoke bedtime story, and a royal wake-up call courtesy of the King’s Piper. Each vignette delivers a playful yet elegant expression of Raffles’ signature offering—service so personal it feels like magic. The campaign will launch globally across print, digital video, digital display, and paid social.
“At Raffles Hotels & Resorts, our butlers are more than a hallmark of service and hospitality—they epitomise our brand’s spirit, representing over a century of quiet artistry, graceful anticipation, and moments of emotionally intuitive care that are as individual as our guests. In bringing ‘The Butler Did It’ to London, our inspirational creative team has once again reimagined this tradition through a lens that is witty, whimsical, and unmistakably Raffles,” said Omer Acar, CEO, Raffles Hotels & Resorts.
