Project Challenge
Objective
Essentially, the primary objective of the brief was to convey that partypoker is a safe poker platform for users to play. We needed to somehow visually project a level playing field due to a recent upsurge of poker sharks seeking unfair advantages throughout the online poker industry.
01
Design Approach
Objective
The campaign team consisted of - Project Manager, Creative Director, Lead Copywriter and myself, Lead Visual Designer. The original strategy was to simply portray a 'level playing field'. However, after ruminating on the creative direction, I believed there was scope to be smarter and create something more compeling. I called the team together to discuss an alternative perspective, simple yet visually more engaging. The creative direction - turn the visual on its head and pull it back with the headline. The perspective was to simply portray a situation or environment that was clearly unfair. By using clever visual direction reinforced with a play on words to enhance reinforce the key message. Sold! The team were onboard and loved the revised direction behind the vision.
The Solution
Objective
We received glowing feedback and praise throughout all levels of the business. Not on Our Watch was succesfully rolled out across all platforms
from digital, social to print. Moreover, there was an increase in KPI and new player acquisitions. From a personal point of view, I was pleased that I challenged the status quo by
not being afraid to share my vision for this campaign. We took advantage of the scope to create something fresh and compelling.
To top everything off, the project was
spotlighted by Creativepool.com:
Hi Roy, you're in the spotlight!
We really liked one of your recent uploads. In fact, we've handpicked the image from your
project and have featured it on our home page!
That's worth shouting about!