A World Above by The&Partnership

Wynn and The&Partnership teamed to launch Wynn’s new $2.6bn Encore Boston property, and the campaign they put together to promote the property has elements of both Vegas glitz and its new Everett, Massachusetts home, built on a space that used to be a chemical plant.

The ‘A World Above’ campaign is anchored by two TV spots and a 90-second online video, featuring celebrity cameos from Boston Celtics legend Larry Bird and longtime friend and rival Magic Johnson, plus The Chainsmokers, with Frank Sinatra providing the soundtrack.

In the spot, a golden elevator serves as a metaphor for elevating the Encore experience. It starts with a night shot of Shanghai, then close up to a chef coming out of a Chinese restaurant and walking into a lone golden elevator. The elevator then drops into a fancy restaurant with Sinatra on the wall as his song Nothing But the Best plays over the action. A server gets on and the elevator shoots through the roof. More elevators are seen in the sky, one in a Wynn Vegas nightclub that picks up the Chainsmokers and a woman in a dazzling dress. Another appears at a Parisian auction to pick up high-end art. Gaming tables, fields of flowers and then Bird and Johnson all fly in the elevator, emerging at the Boston Encore. The tag, ‘A World Above’ appears at the end.

In addition to the TV spots and video, the full campaign encompasses digital, social, radio, print and OOH.