Their new campaign Gods, Leave Olympus is a bold new take on the classical gods
BY DIVA STAFF
What would happen if even the gods got tired of appearing perfect? That’s exactly the idea at the heart of Axel Hotels’ new campaign Gods, Leave Olympus which has drawn a link between the classical gods and the dictatorship of algorithms.
Under the creative direction of Kike Doatis and Eric Monteagudo, this new campaign sees a number of “gods” painted white and frozen on pedastals. They are perfect… but trapped. This new video sees them let loose, kiss, twerk and break free from the things that have confined them for long.
Kike said: “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.”
It’s no surprise that this sentiment is one that speaks to the LGBTQIA+ community. Launched just in time for Pride as well as the opening of the Axel Beach Mykonos, this campaign celebrates the core values of respect, diversity and freedom that have always been at the heart of the brand.
Albert Olivé, CEO of Axel Hotels, added: “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.”
Founded in 2003, Axel Hotels is made by and for the LGBTQIA+ community. The landmark brand was the first LGBTQIA+ hotel chain in the world. The trailblazing company has dedicated their brand to making LGBTQIA+ people feel seen, respected and valued while on vacation.
Axel Hotels is branching out its presence in the Mediterranean following the success of Bilbao. Their new Mykonos opening will be followed by Valencia and Porto. The new Axel Beach Mykonos is a paradise on earth, with polished, minimalist architecture that makes it the perfect oasis for relaxation. It’s also just a stone’s throw away from LGBTQIA+ beaches like Elia Beach or Super Paradise Beach.
DIVA magazine celebrates 31 years in print in 2025. If you like what we do, then get behind LGBTQIA+ media and keep us going for another generation. Your support is invaluable.
