Holy %$@#!

Parq Casino is located in the heart of Vancouver’s entertainment district. It boasts table games, high limit poker, a sports betting lounge, some of the city’s best restaurants, and two floors of slots. That’s a lot of slots.

Two floors of some of Canada’s best slots should be a real draw, but too few people know about them. With low awareness, Parq Casino was losing core Vancouver slot players to other suburban casinos. This campaign connects with these core players, reminding them that the most exciting slots are the ones right downtown.

There’s one moment every player who walks through Parq’s doors is there to experience. Winning creates such an impulsive, human response, we knew capturing someone in that state of joy would be very compelling. So we captured extreme close ups of a variety of players expressing shock in an unfiltered moment of excitement, with iconic slot machine symbols helping censor out their potentially profane expressions of euphoria. The bright lights and neon surrounding them leave no doubt that these winners are playing at Parq.

Animated assets included all the chimes, bells and whistles you typically hear at a modern slot machine, giving viewers a quick reminder of why they love slots. Add in a media buy purposefully centred on transit routes toward the aforementioned suburban casinos.