AGENCY
AJ Jones, Chief Strategy Officer
Josh Stein, Chief Creative Officer
Russ Rickey, VP Director of Strategy
Mark Lovely, Creative Director
Regan Fraser, Associate Creative Director
Jillian Zatka, Strategist
Sean Fero, VP Business Leadership
Ben Archer, Account Director
Brian Allen, Executive Creative Director
Eastern Yoo, Producer
Brian Allen, Copywriter
SUMMARY
The internet can be a scary place. Especially if you gamble. But for PlayAlberta.ca, a lack of awareness was an even scarier prospect. 75% of the province’s players didn’t know they existed. To combat its awareness problem, Play Alberta needed to scare players safe. It did just that. By tapping popular horror movies (The Shining, Scream and The Warriors), Play Alberta produced an evocative film series that underscored the dangers of illegal gambling sites. In three months, Play Alberta saw a +21% increase in awareness. Here’s hoping there’s a sequel.
