Just the right amount of wrong.
On one hand you have the craziness of Las Vegas and on the other hand you have the style and sophistication of the Cosmopolitan. Where they meet in the middle is just the right amount of wrong.
Out of home.
Because we created the brand platform, just the right amount of wrong before construction of the hotel was complete, we were able to extend it beyond what would have otherwise just been an advertising campaign and into the actual hotel design and implementation.