MGM is internationally known for creating massive hotels and servicing millions of guests. For their latest hotel in Las Vegas, Park MGM, they wanted to create a boutique resort built with care and nuance, that would invite creative and interesting people to enjoy Vegas differently. The only problem? This audience harbored negative “What happens in Vegas stays in Vegas” stereotypes – seeing the Strip as a place of debauchery and sin. “Las Vegas Love Stories” was created to shift perceptions around what a Las Vegas hotel experience can be, appealing directly to audiences looking for more than just glitz and gambling.

Our campaign idea was simple: to set the Park MGM apart from other Las Vegas hotels as well as stereotypical notions of what a Las Vegas trip can be. We wanted to create films that get back to what Vegas really stands for: chance. And we knew that the Gondry brothers, Michel and Olivier, were the perfect duo to help us cast the vision for our 6 love films.

Like any proper Hollywood affair, we gave Las Vegas Love Stories the full red carpet treatment, including an LA film premiere, billboards on Hollywood Boulevard, artfully designed film posters, a theatrical trailer, and an official IMDB page for each film. We wanted to raise the bar for what the launch of a new hotel could be, alongside elevating the Las Vegas experience for a more discerning and skeptical audience.

The campaign launched in September 2018 across OOH, digital and social media. Creative assets included six 8.2 second short films, OOH, wild postings, and a :30 trailer. The target audience included creatively inclined Millennials, whom we defined as the Iconoclass, with a focus in LA and NYC.

The Las Vegas Love Stories film & trailer social cuts hit 15 million views, sparked 1.6 million social conversations, and created an 11.3x increase in social brand mentions.