In 2002, the creative team at Las Vegas’ largest advertising agency began working feverishly on a campaign to reinvent the city’s image.
They wanted to veer away from prior failed attempts to market Las Vegas’ family-friendly roller coasters and attractions. They wanted to portray the city as a destination for adults who wanted to let loose in ways they normally wouldn’t. They wanted something brash, something edgy, something that ushered in a new era.
They wanted something that captured what made Vegas Vegas.
Out of all the seasoned pros who took on that challenge, the ones who struck advertising gold were a pair of 20-something copywriters with plenty of blank space on their résumés.