AKQA's campaign is designed to highlight the art of destruction and the promise of progress
Today, Palms Casino Resort launches From Dust to Gold, an original marketing campaign designed to embrace the demolition of its storied past, to celebrate the collection of new venues opening and to build anticipation for the progress unfolding every day.
The multifaceted campaign presents the Palms’ vision of ushering in a new era of Las Vegas by destroying the old.
With a collection of new restaurants and entertainment venues, completely remodelled casino floor and property-wide contemporary art program opening today, the campaign is the first official property invite to both travellers and locals alike to finally come experience the beginning of what will be Las Vegas’ most elevated destination.
Throughout the next twelve months, Palms will also unveil new restaurants from award-winning celebrity chefs Bobby Flay, Michael Symon and Marc Vetri, along with the highly acclaimed “Vandal” restaurant brought by TAO Group from New York City. These exciting new venues will be joined by spectacular new nightlife and day life concepts in partnership with Tao Group, as well as retail partnerships.
The $620 million multi-phased reimagination of the property is celebrated in the creative, showcasing the dualities of both destruction and progress: to destroy is to progress. From Dust to Gold captures Palms’ contributions to Las Vegas as a leader in pop culture, food and entertainment, but also highlights its evolution by staking claim in new territories such as art and design. Palms’ executive team and AKQA, Palms’ innovation and experience design 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 B.I.G.’s “Hypnotise” (MTV Best Rap Video), to videos for Michael Jackson, Stevie Wonder, Madonna, U2, Justin Timberlake to most recently, his video for Pharrell’s “Freedom” (nominated for “Best Music Video” at the 58th Annual Grammy Awards) to create a dynamic piece of film.
“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.“Taking the vision we provided for the property, AKQA Portland and New York, along with Prettybird and Paul Hunter, have created a visual masterpiece that truly captures the evolution of our brand and inspires guests to come experience our completely reimagined property.”
Conceptualised 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. From Dust to Gold is a truly integrated campaign, with 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 addition, a [:30] 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.