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.”

Crown announces ‘Here’s Where Things Get Interesting’ in brand relaunch via The Monkeys Crown announces ‘Here’s Where Things Get Interesting’ in brand relaunch via The Monkeys Crown announces ‘Here’s Where Things Get Interesting’ in brand relaunch via The Monkeys

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

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