Las Vegas' Palms Casino's new "From Dust To Gold" campaign promotes its $620 million renovation by showing beautiful people destroying the resort.
Developed with AKQA Portland and New York, Palms’ innovation and experience design AOR, the creative shows the dualities of both destruction and progress by ending with the unveiling of artist Damien Hirst’s "The Unknown (Explored, Explained, Exploded)," a work that consists of a tiger shark divided into three parts.
Now, this artwork is part of what the Palms calls the first interactive
bar concept in the U.S.
In addition to the 30-second spot running on local Las Vegas TV, the campaign includes more than 90 different out-of-home placements in Las Vegas and the corridor to Los Angeles.
A series of five online brand films, more than 12 social-media teasers and an immersive campaign microsite highlight the new features and venues that comprise the renovation.