What do you do when you're asked to brand a city that is so rich with history both onscreen and off, with an almost mystical ability to attract the dreamers and visionaries of the world, that is cinematically perched at the edge of the Pacific Ocean, but still registers as shallow and plastic to the outside world? How do you leverage the known glossy image while sharing something more meaningful? Something that will attract visitors, begin a deeper dialogue and create a true affection for the city?

That. Was the brief.

After many focus groups, creative gut checks, collaboration and lots of strong coffee, a creative landing was formed. And we all rejoiced. It goes like this…

"L.A. is a city built on stories. Not just screenplays and novels. But real life stories that can only happen in L.A. A close encounter with dolphins. A brush with a celebrity. A cupcake from a vending machine. It could be an event, an exhibit, a song. But the moment it happens, you can't wait to tell everyone back home about it. What's your L.A. Story?"

A fully integrated global campaign was created with TV, out-of-home, print, interactive, social media and P.R. that ran in the U.S., Great Britain, Canada, Australia and China.

A 30 second manifesto spot was created along with nine 15 second vignettes to show a more personal side to L.A. The scenes depicted in the T.V. are inspired by real events and recreated to showcase the city and its heart to the world in a new way. Every location or experience is uniquely L.A. #LAstory

Agency: HEILBrice