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 to turn a straightforward giveaway into a distinctive campaign that could work across multiple channels in a visually distracting casino environment. 
The Solution
To cut through the intense sensory noise of the gaming floor, the campaign reimagined a utilitarian chore tool as a sleek, high-stakes summer trophy. A high-impact 3D typographic lockup, paired with a vibrant, high-contrast summer palette, gave the prize visual weight – turning an everyday lawnmower into an exciting, aspirational jackpot.
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.
The Results
The inaugural launch exceeded initial participation targets for the high-limit demographic, generating strong player turnout. Management considered the debut a success, establishing the campaign as a recurring fixture on the property’s VIP promotional calendar.
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