2011 Jay Chiat Awards Winners

Campaign for New Brand—Gold
Fallon
The Cosmopolitan of Las Vegas | "Just the Right Amount of Wrong"

From the very beginning, The Cosmopolitan of Las Vegas was doomed to fail. In fact, it already had. Fresh out of foreclosure, The Cosmopolitan of Las Vegas was anything but the typical Las Vegas recipe for success. The Cosmopolitan of Las Vegas was owned by German Bankers, not by a big Las Vegas personality. It wasn't promising to be the future of Las Vegas, like the CityCenter, nor the pinnacle of plush, like the Bellagio and Wynn. It wanted to attract a younger demographic but do it in a way that didn't scream "Girls Gone Wild" like the Palms and Hard Rock. It all didn't add up, and it was Planning's job to make it work.

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