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Creative + Art Direction

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Who Wot Why

Sean Thompson Matt Gooden

Chris Martin

Eclectic Music

The King is dead!

Sounds dramatic I know. The Sky Vegas ambassador (The King of the Unexpected) has abdicated. Making way for a new brand platform for this online casino. But with such a saturated and shouty marketplace, creating something counter-category was imperative. Enter PLAYMAKERS.

Insight into customer behaviour told us that; those who use the Sky Vegas product, weren't doing so for the all singing, all dancing category tropes we are so used to seeing. They were, in fact, playing online for entertainment; simply to make a game out of the everyday. Finding 'big entertainment in the little moments!' This was a prominent behavioural trait of a significant section of the customer base.

Everyone has their favourite games that they like to play in life. And we wanted to blow them up on the big screen, adding drama to those small moments of play that present themselves in everyday situations. Have you ever tried to pick the quickest checkout queue? Looked to nail the perfect pea flick? Or time the perfect biscuit dunk in your brew?

This took the form of a series of TV spots, a long-from cinema ad and a spin-off campaign for the social AV space. The TV spots heightened the drama of everyday moments of play, whilst the social AV added human charm in the form of short admission- style vox-pops, where people came to an undisclosed location to confess their personal 'favourite game'. We also worked with Eclectic Music to score a bespoke brand track, and sonic sting, worthy of the cinematic tension of the narrative.