Crown announces ‘Here’s Where Things Get Interesting’ in brand relaunch via The Monkeys
Crown Resorts has signalled a new era, unveiling a bold new brand platform for the first time in nearly a decade. Created by The Monkeys, part of Accenture Song, the new positioning includes a refreshed brand strategy, visual identity and communications platform.
The new platform centres around Crown’s ability to deliver elevated experiences for the communities in which it operates and 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.
Says Danielle Keighery, chief brand and corporate affairs officer of Crown Resorts: “Our brand strategy sets a new north star that shifts perceptions of the old Crown as just a casino and hotel to now being seen as a world-class entertainment destination.”
The new brand identity includes a refreshed logo – as recognisable as before; but 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.
Accompanying the new identity is the creative campaign, Here’s Where Things Get Interesting, which will go live nationally across television, print, OOH and online.
Shot by Finch’s Christopher Riggert, the launch film reconnects Crown with feelings of energy and excitement. Showcasing marquee destinations and experiences, the spot ends in a drumroll; a sound universally understood as a symbol of entertainment. It tells us something is coming; highlighting the journey Crown is on.
Says Tara Ford, chief creative officer, The Monkeys: “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.”
Client: Crown Resorts
Creative and 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 Director: Sam Dickson
Creative Director: 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 Director: 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:
Studio P – Peta Dermatis
McGregor Casting – Stevie Ray
Original Music & Sound Post: Sonar Music
Editor: Bernard Garry & 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
35 Comments
Betting companies, casinos, alcohol, and petrol and gas. Not woke at all
Add inner-city indigenous activists, aka ‘The Voice’ to that.
Getting some big budgets from the bad ends of town
So much potential for an interesting edit, unfortunately not the case
Agree, surely the editor could have found a rhythm within the rhythm. A missed opportunity and it feels very dated.
This feels so dated?
so there
Crown is about entertainment.
At it’s best it’s a place of fun.
This film might be brilliantly constructed, but it’s soulless and sounds cold.
It needs some joy – especially in the audio dept.
Keep the existing track if you have to, but a little mashup is much needed
to turn it from miserable to loveable.
It looks no different to the old era.
So…when do things actually get interesting?
Very middle of the road for the Monkeys. But then Crown is very middle of the road. So perhaps they’ve captured the brand essence, whether intend or not.
This feels like those involved really didn’t want to be working on this but the $ was too tempting to pass up. And the result is something that feels very by the numbers and really rather soulless.
(although, I guess that does make it an accurate ad for Crown?)
Needs more joy and luxury.
Dubious characters and FIFO workers… that’s the true spirit of crown.
I resemble that remark. Signed the dubious Drummer. 🥁😉
I’ve been thinking this exact thing too. It’s a pity, they could just say no to this type of thing, instead you can try cover it with all that white noise stuff for the Yes vote…
Wow that was ordinary considering what I heard about the budget. All closeups that were a bit meh and nothing really memorable in terms of storytelling or direction.
… the old dude singing welcome to the jungle on the grand piano?
i’ve never forgotten that ad.
possibly the best casino ad ever.
this is fine, but that was the GOAT.
They’ve really nailed the anxiety – inducing
A swing at Heineken. A trill of BBC. Yet none of the whimsy or intrigue. The line could have been the beginnings of something interesting unfortunately this isn’t
I swear I’ve seen this type styling before. Just can’t put my finger on it…
Geez those Monkeys are so conflicted. Always riding the high horse while lapping up budgets from “questionable brands” with deep pockets. Wagering, alcohol whilst also promoting social good. Stay classy and true to your “cause” Monkey Crew
Why no gambling on display? If we were to be truthful, none of these experiences would exist if the Casino and it’s punters didn’t exist. We all know that this is a fact and so do the Monkeys. Why sweep it under those plush carpets?
Where boomers boomtish.
Is this the best Casino heist of modern times?
Legally, you can’t show gambling in most states
in their gaslight era
Here’s where things get imtermeresting
Social good to win awards. Not so social companies to make cash. And they get away with it…
Can’t help but feel that with the big budget plus the star production company and director plus the star design firm and stat ad agency that this feels like a big glitzy red carpet event where the stars didn’t turn up.
Struggling to see where the direction and craft is here? Closeups of stuff wobbling? Feels anonymous and generic like an AI hotel campaign
Anonymous like yourself right?
I found it fresh. Quite like the photography.
A well crafted film within an obviously tumultuous company. Nice work overall . Jazz Muso looks well cast.
I think this classy and sophisticated.
Beautifully crafted. Great casting.
And the line is great.
Sometimes swag goes over squares heads. There’s a lot of soul in this project.