PALMS / UNSTATUS QUO
Forget old Vegas. What happens here resonates everywhere.
Las Vegas had been offering the same clichés for decades. So for the relaunch of the Palms resort, we set out to subvert the tired expectations of what Vegas has become—and bring culture back to a city that had lost it.
A new idiom was coined to express the cultural shift. Rallied under the Unstatus Quo motto, a motley crew of Palms partners came together to bring a feast of different to the Vegas routine.
A blast of content and cultural artifacts dropped in unison with an anthem film to disrupt the Vegas status quo: 40+ films, featuring 20+ celebrities and hiding 10+ unique product drops inspired by the content of each film. Everything playing on the notes of a new unreleased track, inspired by the campaign tagline, and sampling elements of James Brown.
A new idiom was coined to express the cultural shift. Rallied under the Unstatus Quo motto, a motley crew of Palms partners came together to bring a feast of different to the Vegas routine.
A blast of content and cultural artifacts dropped in unison with an anthem film to disrupt the Vegas status quo: 40+ films, featuring 20+ celebrities and hiding 10+ unique product drops inspired by the content of each film. Everything playing on the notes of a new unreleased track, inspired by the campaign tagline, and sampling elements of James Brown.
WATCH THE CASE VIDEO
THE UNSTATUS QUO CREW OF INFLUENCE
Masters in the art of defying the status quo.
CARDI BMusician, Ex-Stripper
& Cultural Phenomenon
REVOK
Graffiti Writer Turned
Gallery Artist
KEN BLOCK
Rally Driver,
& YouTube Sensation
DAPPER DAN
Harlem Legend, Activist,
& Gucci Designer
EMILY RATAJKOWSKI
Actress, Fashion Designer
& Activist
OZUNA
Latin Trap Artist &
Tea Aficionado
RITA ORA
Ex-Refugee, Musician
& Designer
MARSHMELLO
DJ, Gamer, Activist
& Helmet Head
RYAN SHECKLER
World Champion Skater
Grew Up At The Palms
ADRIANA LIMA
Supermodel, Mother
& Athlete
EZRA MILLER
Actor, Queer Advocate
& Social Media Dissenter
CHEF MICHAEL SYMON
Iron Chef, Turned BBQ
into Fine Dining
CHRIS STAPLES
Dunk Master & Former
Harlem Globetrotter
JOSHUA VIDES
Shoe Designer, Artist
& Typographer
DUCKWRTH
Rapper, Co-creator of
Unstatus Quo Soundtrack
LETICIA BUFONI
Gunniess World Record Female Skater
TIMOTHY CURTIS
Graffiti Writer Turned
Gallery Artist
FELIPE PANTONE
Graffiti Writer Turned
Gallery Artist
OLIVIA STEELE
Light artist &
Fire Sculptor
GARY STRANGER
Graffiti Writer Turned
Pro Typographer
HIGHLIGHTS FROM THE 40+ FILMS
In collaboration with our crew of status quo saboteurs, we created a collection of coveted artifacts, content and experiences — from original music and hot fashion collabs, to unique art shows and private performances — and showcased these initiatives across 40+ films.
Goodbye, Old Vegas
Ken Block - Donuts
Gary Stranger - New Vegas, Nevada
Chris Staples - Dunk Service
Cardi B - Money
Andy Warhol - Ping Pong
Adriana Lima - Samurai
REVOK - Untitled
Ozuna - Tea
Un-manifesto
UNSTATUS QUO DROPS
The brand launch film was also the only way to get one-of-a-kind art pieces and products created for the campaign.
Hacking the YouTube Cards functionality, we dropped exclusive creations from leading artists and brands within our film. Pieces from Joshua Vides & Nike, REVOK, Dapper Dan & Gucci, and many others were only available to those who watched the launch film.
THE BRAND & MUSIC PARTNERSHIP
A new, unreleased track by Duckwrth featuring samples of James Brown was created as the soundtrack across our films. It was released in unison with the campaign across all major music streaming services including Apple Music and Spotify. The brand partnership included naming the track and designing the album cover art, in partnership with artist REVOK.
"Unstatus Quo" debuted as #5 on the Anti Pop playlist on Spotify.
A new, unreleased track by Duckwrth featuring samples of James Brown was created as the soundtrack across our films. It was released in unison with the campaign across all major music streaming services including Apple Music and Spotify. The brand partnership included naming the track and designing the album cover art, in partnership with artist REVOK.
"Unstatus Quo" debuted as #5 on the Anti Pop playlist on Spotify.
ELEVATED PALMS FROM A HOSPITALITY BRAND TO A CULTURE BRAND.
The campaign truly permeated the news with media coverage across various publications and categories, including: AdAge, Adweek, Billboard, Grammy, Hypebeast, Forbes, People, Paper, Vibe, NBC, ET, The Drum, IMDB Travel Weekly, Daily Mail, Telemundo, HotNewHipHop, The Hollywood Reporter, People En Espanol, Popsugar, Men’s Journal.
Role: Copy Lead
Core agency team: Aaron Seymour-Andersson, Alice Chiapperini, Dustin Freeman, Daniel Jones, Thomas Martin.
Director: Sam Brown / DP: Benoit Debie / CD @ Palms: Tal Cooperman / GM @ Palms: Jon Gray