AKQA, Portland / PALMS / 2019
Write a short summary of what happens in the film
After ages of the same old Las Vegas clichés, here comes the new Palms—completely different from the Vegas norm and designed to defy expectations. Bringing a feast of originality to the Vegas routine, a motley crew of rule-breakers gathered in the new hotel for the occasion. In the ensuing montage, Ken Block tears down an old Vegas institution, Cardi B drops the mic on old Sin City, Rita Ora brushes her golden grillz, while an army of artists, chefs, athletes and pop-icons—all known for defying the status quo—take over the resort and turn it into their playground. It’s a non-stop pop-culture blitz bristling with energy and a sheer sense of subversion, as the newly renovated Palms waves goodbye to the stereotypical view of Las Vegas to usher in a new era. Welcome to Unstatus Quo—the unruly world of the new Palms. What happens here resonates everywhere.
Cultural/Context information for the jury
Sin City. The Strip. Elvis. What happens in Vegas... is a sea of stereotypes, with waves of monotony. The same kind of service, with the same kind of slogans, in the same kind of venues. The result is the world’s capital of tourist traps—a city with zero culture, zero glamour, and zero cool.
The newly renovated Palms was designed to be different. To prove that, Unstatus Quo brings a wealth of originality to the Vegas table. In its concise yet powerful message. In its subversive content and fresh look. In its diverse team of ambassadors and pop-icons. With the intention to bring the Palms brand back from the grave, the film is a bold statement against the Vegas status quo as well as an artful declaration of how the Palms is ushering in a new era for a city that had forgotten how to reinvent itself.
Tell the jury about the creation of the original music track.
Unstatus Quo celebrates originality and those who bring it. We immediately knew that for a concept like this we needed a fresh musical touch to drive the whole film. As part of the effort, we partnered with LA rapper Duckwrth to create an original soundtrack featuring James Brown’s 1972 hit “Get on the Good Foot.” We titled the track after the campaign tagline, "Unstatus Quo." It's an unruly mix of genres—blending rock, funk, and hip-hop with fast-paced drums and catchy lyrics tailored to the scenes of the film. It was released in unison with the campaign across all major music streaming services, including Apple Music and Spotify, and it currently tops the first five positions in the Anti-pop Playlist on Spotify. The brand partnership also included the design of the album cover art, utilizing the artwork created during the film production by artist Jason REVOK.
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