The Challenge
Project: Mow & Win
Client: Pure Casino Edmonton
Scope: Creative Direction, Art Direction, Campaign Identity, Visual System

Mow & Win was a summer casino promotion designed to drive visitation and engagement with a high value lawn-care prize. The challenge was how to turn a straightforward giveaway into a distinctive campaign that could work across multiple channels, in an already visually distracting casino environment. 
The Solution
Mow & Win was developed as a complete visual campaign rather than a single promotional piece. From the rudimentary art request, I created a creative direction involving a bold dimensional typography, a vibrant summer environment, and a strong product-focused composition designed to capture attention and make the prize immediately desirable.

The Execution
The flexible visual system was built to adapt across print, digital displays, social media and in-casino applications. As a result, the modular campaign elements allowed each execution to maintain a consistent visual identity while adapting to different sizes, layouts and communication needs.
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