There are eight Cirque du Soleil shows currently running in Las Vegas. Now, in order to distinguish Cirque du Soleil's Zarkana from the other seven shows, creative agency Eleven is introducing a new campaign that demonstrates why a consumer should come see Zarkana over any of the other options available to them in Sin City.
The campaign - shot by renowned photographer Michael Muller - puts consumers in the shoes of the Zarkana performers and tells the story from the performer’s perspective. One of the new video spots can be seen here.
"We wanted to bring the audience into the experience and show them what it look and feels like from the performers point of view," says Enrique Camacho, Creative Director at Eleven. "This first person narrative is different from the approach of any other Cirque show. It lets the consumer see the show through the eyes of the performer. We found that the joy of Zarkana is the sheer range and abundance of the spectacular talent."
The effort - running in Las Vegas and surrounding markets - includes digital marquees, banner ads, and TV advertisements.
Eleven landed this account after developing other Vegas work. Over the past year, the San Francisco-based shop has developed creative for Aria Resort & Casino and Aria was so pleased with the work that they then tapped Eleven to help re-shape the promotional work for Zarkana by Cirque du Soleil, which performs five nights per week in the hotel.
The campaign started running in June and there is no plan for an end date.