Crown Resorts is announcing a new era by asserting its position as the place where “things get interesting” in a campaign by The Monkeys and a new band platform for the first time in nearly a decade. The campaign leads with a commercial in which things get enticingly unexpected and that stems from a refreshed brand strategy, visual identity and communications platform.
The new platform centres is a playful spin on Crown’s long held reputation as the home of all things interesting – live entertainment, awards nights, celebrity sightings, gala events and just about everything in between. The Crown logo has been modernised to meet Crown’s future needs. A custom typeface has also been developed that features across all communications to capture the multi-faceted offering of Crown. And, a sophisticated black and white palette has been used, with a yellow highlight to create impact. The creative campaign, Here’s Where Things Get Interesting, which will go live nationally across television, print, OOH and online.
The Monkeys chief creative officer, Tara Ford, added, “Crown is a place where you can be spontaneous and just see where the night takes you. It’s a place where things can get interesting. Nights like those that have a certain magic to them, that you always remember.”
Credits:
Client: Crown Resorts
Creative & Strategy Agency: The Monkeys, part of Accenture Song
The Monkeys Group CEO & Accenture Song ANZ President: Mark Green
Chief Creative Officer: Tara Ford
Executive Creative Director: Barbara Humphries
Creative Directors: Sam Dickson
& Cameron Bell
Senior
Art Director: Danny Pattison
Senior Copywriter: Max Rapley
Senior Creative Stills: Peter Citroni
Managing Director: Matt Michael
Chief Strategy Officer: Hugh Munro
Business Strategy Director: Tim Wilson Brown
Group Business Director: Katie Wong-Hee
Senior Business Manager: Celine Dinant
Head of Production & Producer: Penny Brown
Senior Film Producer: Simone O’Connor
Lead Integrated Producer: Vanessa Fernandez
Producer: Maria Cruz
Identity: Maud, part of Accenture Song
Executive Creative Director: Richard Smalley
General Manager: Grace Rennie
Strategy Director: Paul O’Connor
Senior Business Director: Kate McIntosh
Senior Creative Stills: Peter Citroni
Design Directors: Thomas Clayton, Tomas Sabattucci
Designers: Lachlan Richards, Gary Corr
Typography: Margot Lévêque
Studio and Weltkern Motion: Federico Leggio and Eva Godney
Production Company: Finch
Director: Christopher Riggert
Producer: Kate Menzies
Casting: Peta Dermatis @ Studio P & Stevie Ray @ McGregor Casting
Original Music & Sound Post: Sonar Music
Edit House: The Editors
VFX: FIN Design + Effects
VFX Supervisors: Mikey Brown, Justin Bromley, Stephanie Pocklington
VFX Producer: Isabelle Howarth
Head of VFX & EP: Alastair Stephen
Colour: Fergus Rotherham
Stills Production: Chee Productions
Photography: Simon Eeles
Retouching: Cream
Media Strategy: Initiative
National Managing Director: Sam Geer
Chief Strategy and Product Officer: Chris Colter
Managing Director, Sydney: Jo McAlister
Head of Communications Design, Sydney: Ryan Haesler
Head of Partnerships, Sydney: Daniela Rocchi
Client Director: Alison Bongailas
Investment Partnerships Manager: Sophie Hobson
