A Whole New Game

Changing perceptions of SKYCITY's Adelaide Casino

With two new restaurants, new Premium Gaming areas and a new décor, the brief was simply to let people know that they’re more on offer at the Adelaide Casino.

Client: Adelaide Casino
Media: Campaign, Film, Print

For years the casino had suffered from decreasing patronage and a major perception problem – “it’s a little shabby and uncool” research showed. Our task was to create a series of TVCs and other campaign/POS collateral that gave it a new, more fashionable vibe and let people know it’s a ‘whole new game’ at Adelaide Casino.

Picking up on the elements of symmetry found throughout the casino we used a mixture of motion graphics and thoughtfully composed shots to tell a series of simple stories which glued together a client checklist of demographics and casino offerings. After a complex four night shoot the client was happy with the end result and found it took them to a whole new level – changing perceptions and increasing foot traffic.