During the Christmas period we ran a large ‘Call of the Wild’ campaign which was a response to the traditional baubles and sparkles that had dominated so many festive campaigns. The aim was to inject some dynamism and create a memorable campaign amongst Grosvenor Casinos’ competitors.
Five characters were created: Husky, Arctic Fox, She Wolf, Polar Bear and Stag. All of them had their own traits and represented areas or games of the casino. A world was built and we invited our customers to come in from the cold.
It was essential the New Years Eve design (which I designed) tied in with the ‘Call of the Wild’ campaign, so it was a great opportunity to re-use a couple of the characters.
There was also a PR stunt held in Waterloo Station which featured Poker players dressed as the 5 characters, the image has parallels to the famous ‘Dogs playing Poker’ painting.