Palms Casino Resort destroys the old and celebrates the new in renovation campaign

By Kyle O'Brien | Creative Works Editor



Creative Works article

May 17, 2018 | 5 min read

The Palms Casino Resort is taking a crowbar and chainsaw to the past and is paving the way for a new, sparkling renovation in Las Vegas.

To celebrate, the resort is launching 'From Dust to Gold', an original marketing campaign designed to embrace the demolition of the property’s storied past, and usher in a collection of new venues opening and to build anticipation for the progress unfolding every day.

In a city that’s constantly reshaping itself, the multifaceted Palms campaign puts forth the resort’s vision of ushering in a new era of Las Vegas by destroying the old. With a collection of new restaurants and entertainment venues, completely remodeled casino floor and property-wide contemporary art program opening today (May 17), the campaign is the first official property invite to both travelers and locals alike to experience the beginning of the resort’s makeover.

Palms From Dust to Gold

The Palms 'From Dust to Gold' renovation campaign

The $620m multi-phased renovation of the property is celebrated in the creative, showcasing the destruction and progress. 'From Dust to Gold' shows the resort as a leader in pop culture, food and entertainment, but also highlights its evolution by addressing new phases in art and design. Palms’ executive team and AKQA, Palms’ agency of record, tapped director Paul Hunter to bring that vision to life. The Hollywood director drew from his experiences from works ranging from Notorious BIG’s Hypnotize video to videos for Michael Jackson, Stevie Wonder, Madonna, U2, Justin Timberlake to most recently, his video for Pharrell’s Freedom.

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Conceptualized and created by AKQA Portland and New York, the 'From Dust to Gold' campaign was further brought to life by Academy Award-winning Swedish cinematographer, Linus Sandgreen, and famed street artist, Revok. The integrated campaign features a series of five online brand films, over one dozen social teasers and an immersive campaign microsite that highlights all of the new features and venues that are part of the renovation.

In the feature spot, we see a well-dressed crew of people destroying the opulent resort, taking baseball bats, gasoline, crowbars, Molotov cocktails, fierce dogs, spray paint, chainsaws and explosive charges to the old Palms, paving the way for the new, with the unveiling of Damien Hirst’s first interactive bar concept in the US – the Unknown. The dramatic center bar, designed personally by Hirst, showcases The Unknown (Explored, Explained, Exploded), a piece of work that consists of a tiger shark divided into three parts – alongside works from his Pharmaceutical series of spot paintings.

In addition, a 30-second spot will run on local Las Vegas television and more than 90 different out of home placements can be seen in Las Vegas and the corridor to Los Angeles.

“With the kickoff of our ‘From Dust to Gold’ campaign, we are giving a nod to our heritage, showing off everything that is shiny and new, and providing you a preview of the many incredible things to come at Palms,” said Jon Gray, general manager of Palms.

Throughout the next 12 months, the Palms will also unveil new restaurants from celebrity chefs Bobby Flay, Michael Symon and Marc Vetri, along with the Vandal restaurant brought by Tao Group from New York City. These new venues will be joined by new nightlife and daylife concepts in partnership with Tao Group, as well as retail partnerships.

To see the spots and the out of home ads, click on the Creative Works box below.

Palms: From Dust to Gold by AKQA

By Palms

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