ABOUT

Objective:

Essentially, the primary objective of the brief was to convey that partypoker was a safe poker platform for users to play. We needed to somehow project a level playing field due to recent poker sharks seeking unfair advantages throughout online poker industry.

Process:

Delivery for this campaign consisted of the Project Manager, Creative Director, Lead Copywriter and myself, Lead Visual Designer. The original strategy from the CD was to simply portray a ‘level playing field’ as the brief suggested. However, I had to ruminate on the direction, as I knew there was scope to be a little cleverer. I called the team together to discuss an alternative perspective, simple yet visually more engaging. The concept was to switch the visual and pull it back with the headline. The perspective was to portray a situation or environment that was clearly unfair. However, by using clever play on words to enhance the key message. Sold! The team loved it and we worked together on multiple visuals and key messaging.

Results:

The campaign was signed off and we received glowing feedback and praise throughout all levels of the company. Not on our watch was rolled out across various platforms from digital, social to print. Moreover, there was an increase in KPI and new player acquisition.

From a personal point of view, I was pleased with my involvement and final delivery on this campaign, as there was scope to create something fresh.