At first glance, a Ritz at LA Live doesn’t make much sense. A Ritz on some leafy lane in Beverly Hills or off of PCH in Malibu? Sure. But downtown? By Skid Row?
And what about a Ritz from LA Live’s perspective? The whole development is youthful, energetic and decidedly up-and-coming in an area that’s youthful, energetic and decidedly up-and-coming. So how does an old-world, established (some might even whisper “stodgy”) institution like Ritz-Carlton fit? Our task was to show exactly how they fit. And so we created a campaign where the good life and the wild life could, in fact, be one and the same.
