Multicultural Integrated Campaign
Client: Casinos BC
Year: 2020
Agency: Hamazaki Wong Marketing Group

Role
Art & Creative Direction
Visual & Strategy Direction
Design & Production Lead
Production Planning
Photography Direction & Producing
Post Production
Website Planning & Development

Casinos BC was seeking to implement an in-language integrated campaign positioning Casinos BC as a one-stop entertainment destination targeting Chinese Mandarin-speaking consumers.

The ask was to develop a 6-week period advertising campaign to increase visitation of the said target group to Riverrock, Parq, and Grand Villa Casinos in digital banners, social channels, print, and landing pages.

Inspired by Las Vegas, a city that is full of energy and never sleeps, I wanted to create a similar personality for Casinos BC. Animated neon lights and signages came to mind as I was thinking about Vegas nightlife and entertainment so I used neon lights as the key visual in my creatives. Neon lights are vibrant, colourful, and make a statement that something’s happening here!

Through the neon visuals, I was able to craft unique imagery for Casinos BC showcasing the features and benefits offered. After a detailed discussion with the creative and accounts team, we also decided to add at least one human element to interact with each neon imagery. This communicates the idea of engagement and that engaging with casinos is fun, entertaining, and satisfying.​ 

On top of creative concept and development, I was also in charge of managing the photography production, from scouting talents, sourcing photographers and equipment, directing the photoshoot, and managing post-production, to creating final artwork and deliveries for the various digital and traditional platforms and social channels. This was a project that I was heavily involved from beginning to end and one of the tightest timelines, as there were many parties involved during production, and the proofing process with Casinos BC and Gamesense, was complicated.

The results? It was a hit! Despite being cut short by COVID-19 halfway through the campaign’s prescribed run, we had already exceeded campaign goals by more than 50%! I was also awarded the Silver prize in the Multicultural – Integrated Campaign category in the 2021 Marketing Awards.