Nas Misr Campaign
The Great Redirect
Description
Fellow Kids, agency of record for the new Caesars Republic Lake Tahoe, has launched The Great Redirect, a campaign built for the region’s most important guests: weekend warriors.
These are the families and friend groups from driving distance markets, people who rarely plan months ahead but are always ready to try something new. The Great Redirect taps into that spontaneous spirit by comparing Lake Tahoe to world famous destinations like the Czech Republic and Lake Como, positioning Lake Tahoe as an equally, if not more, compelling choice right in their backyard.
The campaign comes to life across multiple 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, only to redirect attention to Tahoe at the last moment. On social media, both paid and organic content blends quick hit videos with clever rug pulls, setting up the “destination misdirect” before delivering the reveal.
“Plenty of people in our target market have flown across the world but haven’t experienced Tahoe in their own backyard,” said Guto Araki, Fellow Kids CCO. “This campaign redirects that impulse to ‘go somewhere else’ into discovering something spectacular that’s just a drive away.”
This professional campaign titled 'The Great Redirect' was published in United States in August, 2025. It was created for the brand: Caesars Republic Lake Tahoe, by ad agency: Fellow Kids. This Film medium campaign is related to the Recreation, Leisure and Travel and Tourism industries and contains 1 media asset. It was submitted 5 months ago.
Credits
Agency: Fellow Kids
Co-Founder / Chief Creative Officer: Guto Araki
Co-Founder / Head of Brand: Lacy Morrow
Co-Founder / Executive Creative Director: Neal Desai
Co-Founder / Executive Creative Director: Eric Christy Manchester
Producer: Al Issari
Business Affairs Manager: Cindy Lewellen
Creative Director: Reece Hoverkamp
Social Strategy: Emma Cardenas
Account Director: Christina Alfonso
Production/Edit:
Editor: RJ Paganini
VFX & Color: ARTJAIL
Owner / Executive Creative Director / Founder: 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 Artist: Sarah Vigil-Bass
Zach Kastrukoff
Colorist: Clinton Homuth
Color 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