A new way to Friday
Meet our AI-generated crew: surreal, playful, and a little unexpected (just like your next night out at Christchurch Casino). We recently launched 'A New Way to Friday' - the first campaign following a brand repositioning project to shift perceptions of the Casino from a gaming-focused venue to a vibrant, modern entertainment hub.
The challenge? Many people had an outdated view of the Casino, or had simply forgotten it was there. So we set out to spark curiosity and give locals a fresh reason to rediscover it.
- Services
- Creative Strategy
- Advertising Strategy
- Art Direction
- Digital Advertising
- Brand Identity
We reframed Friday nights with a new proposition: The home of unexpectedly good nights out. An existing offer, Wristband Fridays, was reimagined with a new name, look and energy, aimed at attracting new audiences and driving real foot traffic.
To bring this idea to life, we leaned into innovation, creating a suite of surreal, AI-generated characters (think octopus tentacles holding martinis and jewel-studded claws rolling dice) and animating them through AI tools to create content that was fresh, fun and unexpected. These quirky scenes were also integrated with AI into the Casino environment and rolled out across digital OOH and social platforms.
- Services
- Creative Strategy
- Advertising Strategy
- Art Direction
- Digital Advertising
- Brand Identity
With smart media placement, including a countdown in the lead-up to each Friday, the campaign built anticipation week to week.
While still early days, the campaign is already delivering results, increasing footfall, sparking conversation (even from competitors), and showing what’s possible when bold creative meets smart strategy and the right tech.
