Handling all of the future quarterly promotional themed campaigns for Grosvenor Casinos is both challenging and rewarding. You’re already having to think of the next quarter even before you’ve started rolling out the current campaign.

Ideally you get to plan and strategise the whole year and try to link each quarter with an over arching big idea. However, one of the requirements was to reuse an idea from the previous year. Call of the Wild used animals that were personified, which in itself isn’t a terrible thing. Unfortunately there was no underlying idea and the craft and execution made it look cheap and tacky.

In order to make this year’s campaign more credible we injected an underlying idea – Lead the Pack – with messaging that played more on bringing out the animal instincts in people. We then gave the craft and execution a higher level of sophistication with more personality and human-like behaviour. Pushing the idea and craft in this way made the new campaign relatable and essentially more engaging.