Concept development • Image creation / manipulation • Casting • Exhibition graphics design • Animation design / production • Exhibition collateral design • Sound design • Messaging • Digital media design / production • Advertising

The brief

With only 2 weeks lead time to re-launch a European integrated marketing campaign at the ICE show in Earls Court London, Firedog were brought in to generate new concept, core messaging strategy and complete look and feel for the ‘Experience More’ ICE campaign.The brief was to create a unifying campaign to introduce two new brands under the Aristocrat umbrella, and at the same time, create a new marketing concept to re-invigorate the brand using the trade show as a launch pad. The campaign needed to convey one distinct message, but reveal the individual brand characteristics of both Aristocrat, and the two new brands, Ace Interactive and Poker Pro.

The solution

Firedog dedicated the studio’s resources to produce a seamless and integrated multimedia campaign in record time. Developing a virtual girl concept, Firedog conducted a bespoke photo shoot with extensive post production to create arresting images of three futuristic girls to personify the three brands. The virtual girl concept was evolved into a distinctive look and feel that was applied across the whole campaign, underpinned by a core message focused on re-energizing the future of gaming.

The results

The concept formed the key theme of the highly branded exhibition stand, including large scale banners, branded lighting effects, a bespoke sound track, video sequences and a flash animation as the centre piece of the show. The exhibition was supported by extensive printed collateral and magazine advertising. Firedog also supported the launch by styling real life virtual girls acting as hosts to potential customers to add to the brand experience. The ‘Experience More’ campaign is now being rolled out across other brand extensions to support Aristocrat’s marketing initiatives.