Expanding on Best Western's 'Booking Good' line, we wanted to flip this on its head to mean that sometimes, you can be a bit naughty (but by Booking Good and supporting local, you have totally cleared your name... and soul). 

The campaign spanned multiple promotions from Breakfast On Us to pet-friendly stays, which led to lots of entertaining confessions, both real and fake. Running everything from banner ads to DOOH.