Brief
When the renowned Bellagio Hotel opened only its second property in Shanghai, we were asked to create a campaign for its opening. But with a global tagline of "Welcome to the Show" hearkening to the extravagant shows at the Las Vegas property — how could we build on that and still create something uniquely Shanghai?
The Thinking
Taking inspiration from the introspective aspect of Eastern culture, we extended Bellagio's vision and created the idea — Live The Show. In this age of social sharing and participation, we invite our audience to put on their own "show" instead: a myriad of different stories within the beautiful walls of the hotel, each an authentic embodiment of the spirit of Bellagio.
We created a series of stories in print and film that seek to inspire our audience about the "shows" they can put on at Bellagio. And through digital, we created a site that turns their visits into an interactive story — becoming a part of the hotel's many "performances".