Capturing the excitement of KenoGo’s offering: the world's largest Keno jackpot of $40 million.
Creative commerce agency The Idea Shed has launched its first brand campaign for KenoGo, 'The Thrill of The Wait'.
The campaign, designed to embody the brand’s new platform 'Life’s a Ball' and the entertainment of playing KenoGo, will unveil a fresh identity.
The work marks the start of a new partnership between KenoGo and The Idea Shed, which won the account after a competitive pitch last October.
The Idea Shed will provide full-service creative and brand management, campaign strategy, concept development, and creative execution for the next two years.
The Thrill of The Wait captures the excitement of KenoGo’s offering: the world's largest Keno jackpot of $40 million, available to win every three minutes.
Backed by a significant investment and leveraging the media specialisation of Melbourne's PMG, the integrated campaign will roll out across TV, nationally on Foxtel, cinema, online video, social, and out of home.
"Having downtime doesn’t have to mean doom scrolling — waiting for things doesn’t have to suck… waiting for that date running late, the washing machine to finish, the kettle to boil –– those are really your time to shine and come alive," The Idea Shed partner and ECD John Volckman said.
"Working with KenoGo on this special project, The Thrill of the Wait campaign was born out of how much of a blast you can have in the downtime on KenoGo with a $40 million jackpot to be won every three minutes."
KenGo head of acquisition Emma Kasbarian said from the moment the company partnered with The Idea Shed, it was evident that it wasn't just getting a creative agency.
"We were gaining a team of passionate collaborators dedicated to KenoGo’s success. Their innovative ideas and fresh perspectives have injected new life into the brand, supported by the upcoming Thrill of the Wait campaign," she said.
Utilising The Idea Shed’s experience in entertainment and wagering, the work came to life with The Idea Shed’s production partner Chronicle Studios and director Toby Morris.
Credits:
The Idea Shed:
· Richie Strettell – Partner
· John Volckman – ECD, Partner
· Anna Lawrenson – General Manager
· Dan Adams – Client Service Director
· Anna Blackie – Account Director
· Adrian Moore – Head of Creative Experience
· Steve Madgwick – Group Creative Director
· Daniel Miller – Senior Creative
· Mike Avery – Creative Director
· Claire Hughes – Senior Designer
· Adela Lee – Mid-Weight Creative
· Justin Bellchambers – Creative Services Director
Production:
· Chronicle Studios – Production Agency
· Dale Bennetto – Head of Production
· Naomi Gurr – Senior Producer
· Toby Morris – Director
· Campbell Brown – Director of Photography
· Ran Run – Sound House
· Matt Bennett – Editor
· Sam Price, Josh Regoli & Flo Orban - VFX
· Si Kirk – Stills Photographer
· 1st AD – Darin Berlin
· 1st AC – Charlie Slessar
· Gaffer – Tim Goodacre
· Production Designer – Aisha Phillips
· Costume Designer – Caitlin Murray
PMG:
· Chris Nolan – Director
· Dianne Richardson – Director
· Peter Toone – Managing Partner
· Sam Waldren – Account Director
· Natalie Starr – Media Planner
Lottoland:
· Luke Brill – CEO Australia
· Emma Kasbarian – Head of Acquisition
· Tina Wang – Marketing Assistant
