The situation: the media department bought coffee sleeves and billboards in Arizona, a feeder market for Vegas resorts. The action: Instead of slapping the existing campaign on and moving on, I came up with headlines that spoke to the proximity of Vegas.

In addition, the client insisted on including a QR code (don’t get me started) which was essentially just luxor.com. I suggested they create a page tailored to the Arizona market which they could also track traffic. Hence the /escape (but still a QR code).

Copy & Design: Michael Dunn