There's a sophisticated cartel of highly evolved mischief-making primates overseeing house operations at SLS Hotel & Casino, Las Vegas. Portraits of this impeccably dapper kingpin posse grace the walls throughout the casino as a constant reminder of who’s in charge. These apes mean business: monkey business. Their energy and vibe permeates the spirit of the Casino Hotel. It was only fitting that they permeate the spirit of the campaign. In developing the messaging, look and feel, we had one rule: break all the rules and do it in style. Okay, that’s two rules. Look at that, we just broke another rule. Go ahead, call the cops.