Free Will is a completely integrated campaign selling Las Vegas as a vacation destination. It spanned TV, print, web and mobile. A collaboration between R&R Partners and Critical Mass, Free Will started as a TV campaign that expanded into the online world. I was privileged to be the art director for the online portion.
The divine forces behind the campaign were an angel and a devil. The idea was that, in Vegas, they both agree that you should “go for it” and you should never say no. The angel and devil don’t disagree about anything, but their individual delivery is different.
The online portion had to be fun and viral. We decided to let users customize their own angel or devil messages via a divine ouija board and send them to their friends. The recipient would then receive a video message with an angel or devil lip-synching whatever the sender wanted. The results were usually NSFW and always hilarious.
The online portion was honored with a National Silver Addy in 2008.
Oh, and I do not recall who the illustrator was.
