L.A. TOURISM — GET LOST IN L.A.

Los Angeles is a city of endless change. So the L.A. Tourism & Convention Board wanted to create a new campaign that went after Millennials, who have been key in the transformation of the city. The question was: how do you redefine a place that holds such a key place in the American imagination — and not all of it good? We decided to turn away from clichés, and focus on experience. After all, L.A. is much more than the Hollywood sign and movie studios. By treating every piece of creative — TV, OOH, digital and radio — as an opportunity for viewers to lose themselves in a story, we transformed the sprawl of the city into a playground of endless possibilities.