full tilt poker

A multi-market brand refresh repositioning Full Tilt for a broader poker audience.

The brand had become closely associated with professional players, unintentionally alienating more casual fans. We shifted the focus to the shared emotional experience of the game, drawing on the psychology, tension and anticipation that define poker.

The platform, Life is more fun when you play, was brought to life through cinematic storytelling. Two connected TV spots told the same hand from opposing perspectives, with the outcome only revealed when viewed together.

The campaign rolled out across TV, OOH, digital, social and sponsorship, creating a cohesive brand world across five international markets. It delivered a strong uplift in registrations and won an AIM Award for E-Commerce.

Creative Direction: Marty Busch, Aaron Goodliffe
Team: Peggy O Neill, Eoin O Brien, Jonathan Irwin, Antidote.