Chamsseddine Abdelhafidh

Case Study:

IRL Stunt:

The two nights preceding Blackpink’s first Vegas concert, we turned the Welcome to Las Vegas sign, the Strat, the Eiffel Tower, the Mandalay Bay, the Harry Reid Airport, the Flamingo, the High Roller, and the Luxor pyramid’s lights into Pink Venom.

Teasing:

We started the campaign on social by reskinning all of our social handles to be pink and asking Blackpink fans if Vegas should go pink.

Announcements:

We then revealed the landmarks turning Pink one by one leading up to Blackpink’s concerts.

We used the roman arches at Caesars Palace to create a photo op for Blinks based on the music video and cover art from Blackpink’s “As if it’s your last”.

We introduced Blackpink menu items all around Las Vegas.

Reactions:

We captured Blinks and music lovers’ attention on social. Trending at #1 on Twitter and going to the top of Blackpink’s subreddit. The campaign also earned its fair share of press.

ECD: Joe Mongognia 

Creative Directors: Michael de Wit (Art), Chams Abdelhafidh (Copy)

Creatives: Chelsea Robinson, MJ Higgins

Executive Producer: Lauren O’Driscoll