Holland Casino and INDIE Amsterdam have launched a new commercial based on the brand's new positioning, which focuses on the excitement of the game.
In line with the previous commercials the focus is on the thrill of the game, seen via the edges of the dice or a small white ball, that decide whether you win or lose. Only this time it is the Queen of Hearts that decides.
"You can influence a part of your evening, but the rest is decided by small details. That's what makes an evening at Holland Casino super exciting. So keep an eye on her, the Queen of Hearts", added Nik Sluijs, Creative at INDIE Amsterdam.
The film was, like the previous films in the campaign, directed by Swede Oskar Wrangö. The Queen of Hearts launched on November 12 and can be seen on TV, print, outdoor and online.
Tell us about your role in the creation of this work.
We’re Nik&Joey, the creative team responsible for Holland Casino ever since it is a client at INDIE. So we were involved from start to finish – with a little help from our friends at INDIE, CAMP DAVID and HOLLAND CASINO, of course.
Give us an overview of the campaign, what is it about?
In the past, Holland Casino did a lot of campaigns about the food they serve and the artists that performed on weekend nights. This might work for potential first timers, but we wanted something that’s relevant for every type of visitor. From frequently visiting high rollers to people simply looking for a fun night out.
That’s why we focussed on the one thing that every type of casino visitor loves: The thrill of the game.
Tell us about the details creative brief, what did it ask?
The creative brief asked for a 360º campaign concept about the thrill of casino games.
Which insight led to the creation of this piece of work?
We noticed that the big thrill of every casino game – the moment right between winning and losing – is ultimately always caused by a tiny, seemingly innocent object. A little white roulette ball, one of the playing cards, the dice.
That’s when we decided to create a cinematic campaign that reveals the true power of these tiny details.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
We ended up choosing the current campaign, because it was a great way to present the thrill of the game without needing to show the outcome. Every ad is a cliffhanger. And it’s pretty cool that we could tell these captivating stories by showing the clients’ product and nothing more.
What was the greatest challenge that you and your team faced during development.
A lot of the things we shot would be way easier to do in CGI. But in the end it’s about real, tangible details of the game generating real thrill. So we knew from the start we needed to do everything in-camera, with the real playing cards, dice and roulette balls.
The challenge of doing everything for real was definitely worth it. The textures, reflections and dust particles floating around definitely add to the experience.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
We really love that Holland Casino had the guts to choose for a new positioning focussed on the thrill of the game. A bold move, because it requires you to (indirectly) talk about the possible outcome of losing money as well. But in the end, that’s what makes a Holland Casino the most exciting night out.
Where do you see this campaign going in the future?
So far we’ve only covered three casino games. Holland Casino has a lot more thrilling details to offer. We hope to tell more stories about thrilling details of other games as well. And not just stick to film, but also tell these stories through digital, activation etc.