After a couple hours surrounded with fake pirate ships, fake medieval castles and fake cities, the visitor to Las Vegas can be forgiven for feeling like someone dosed their drink. The place is one big, waking hallucination, and trust us, we know our hallucinations. The whole thing begs the question – whatever happened to the real Las Vegas? Mortar’s answer is House Rules, the Coast Casinos campaign, in which we transport the local audience back to a simpler time, when the game was the thing, and true players didn’t have to be told that the phrase “double down” does not mean “drink twice.”
The campaign is aimed squarely at a very precise target - the Las Vegas local. It’s an excellent example of just how powerful research is. When we get close enough to the audience to learn their language, the potential for great work becomes unlimited.
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