Las Vegas has much more than just casinos and clubs.

Rethink Vegas.

Objective:

Change Gen Z’s perspective on Las Vegas by showing them that Vegas is much more than its naughty reputation.

Execution:

Visuals that show the duality of Vegas, allowing the viewer to compare the flashy, inauthentic Vegas to the exciting, undiscovered one.

Print

Side-by-side image of a crowded outdoor pool party in Las Vegas with many people enjoying the pool featuring palm trees and high-rise buildings on the left, and an indoor swimming pool with plants and large windows on the right, with text overlay saying "Rethink a pool day in Vegas."
Neon lights and signs in Las Vegas at night, with people walking on Fremont Street.

OOH

Interactive billboards that reveal the parts of Vegas we want consumers to notice as they drive further down the road.

Billboard advertisement for boat rides in Las Vegas featuring gondola scenes under a bridge with a blue sky and clouds.
Billboard on the side of a rural road with a lake scene promoting kayaking in Las Vegas.