The splendour of the Czech Republic is described in an emotive narrative, voiced over evocative scenes of destination delights. It appears to be a classic tourism commercial enticing visitors to the country…
…until an abrupt pivot notes that the Czech Republic is a looong plane flight away and the language barrier is awkward. Which is why – now that the audience’s curiosity is aroused – the video admits that the scenes just watched were actually of Lake Tahoe.
The campaign, The Great Redirect, by Los Angeles agency, Fellow Kids, for the new Caesars Republic Lake Tahoe, was created for the region’s most important guests, US weekend warriors – the families and friend groups from driving distance markets, people who rarely plan months ahead but are always ready to try something new.
The campaign is running across channels, meeting people where they are and catching them off guard. Billboards along key driving routes mimic the look of classic travel posters for far off places – with a redirect to Tahoe at the last moment. Quick hit videos in social media come with clever rug pulls, amplifying the campaign with paid and organic content.
Credits
Creative Agency: Fellow Kids
Co-Founder & Chief Creative Officer: Guto Araki
Co-Founder & Head of Brand: Lacy Morrow
Co-Founders & Executive Creative Directors: Neal Desai & Eric Christy Manchester
Producer: Al Issari
Business Affairs Manager: Cindy Lewellen
Creative Director: Reece Hoverkamp
Social Strategy: Emma Cardenas
Account Director: Christina Alfonso
Editor: RJ Paganini
VFX & Colour: ARTJAIL
Founder & Executive Creative Director: Steve Mottershead
Managing Director, Executive Producer & Partner: John Skeffington
Head of Production: Elizabeth Thuvanuti Keating
Executive Producer: Patrick Nugent
Producer: Andreina Villabon
Creative Director & Partner: JD Yepes
VFX Supervisor & Lead: JD Yepes
2D Artists: Sarah Vigil-Bass & Zach Kastrukoff
ColoUrist: Clinton Homuth
Colour Assistant: Austin Tang
Producer: Alison Maxwell
Mix: LIME
Audio Mixer: Peter Lapinski
Producer: Cassie Underwood
Executive Producer: Susie Boyajan
Music: CAYA
Executive Creative Director: Ben Einziger
Creative Director: Tim Adams
Executive Producer: Kiki Einziger
