Play me the song of happiness
WHS Zurich Features Celebrities at the Gaming Tables for the Grand Casino Baden
WHS Zurich stages celebrities at the gaming table for the Grand Casino BadenBy Ernst Weber It is not for the sake of filthy lucre that one should visit the Grand Casino Baden, which opens on July 5, but to be happy in the world of the rich and beautiful. This is what an opening campaign designed by Weber Hodel Schmid (WHS), Zurich, is calling for.
Casino Baden has become a Grand Casino by Federal Council decree. As such, the casino is allowed to offer all the games of chance commonly found in classic European casinos, such as baccarat, blackjack, boules, poker, roulette and wheel of fortune.
Detlef Brose, CEO of the Grand Casino since February, reckons that this offering will attract around 1,500 visitors a day. He estimates that the casino will generate an annual profit of around 100 million Swiss francs with 300 employees - 200 of whom work in the casino and 100 in the catering.
Even if you lose, you win: a distinguished pleasure
Because the Grand Casino Baden does not want to be a place for soldiers of fortune and gambling addicts, a launch appearance designed by WHS, Zurich, implements the positioning "the other upscale night out".
Ad motifs and poster subjects show celebrities as you have hardly ever seen them: a white-clad H.R. Giger, for example, who represents himself, Mephisto and Marlon Brando at the same time, or a Polo Pokerface Hofer who still has an ace up his tuxedo sleeve.
"Usually you work with celebrities because they are prominent. In this case, the idea was compelling. If you didn't know the person in the picture, you wouldn't be able to say what was different about them," explains WHS CD Reinhold Weber.
Photographed in the style of autograph cards used by Hollywood stars in the 1930s and 1940s, the portrait-format motifs transport the viewer into a world of desire and glamour. The idea is supported by the campaign headline "Going out differently for once".
"The motifs express gaming pleasure. But it would have been too one-dimensional if we had made the game and playing the focus of the presentation," says Weber.
The casino must also protect the gambling addicts
Instead of dwelling too much on obvious visual and verbal references to the casino, the shots mystify gambling. In particular, the shady motif with H.R. Giger expresses the fact that, while luck may smile on the visitor at the gambling table, doom may just as well lurk. Detlef Brose adds: "The award of the concession was also conditional on a social concept for the early detection and protection of gambling addicts. For us, gambling addiction is an important issue."
AD Rating
Casino Baden has become a Grand Casino by Federal Council decree. As such, the casino is allowed to offer all the games of chance commonly found in classic European casinos, such as baccarat, blackjack, boules, poker, roulette and wheel of fortune.
Detlef Brose, CEO of the Grand Casino since February, reckons that this offering will attract around 1,500 visitors a day. He estimates that the casino will generate an annual profit of around 100 million Swiss francs with 300 employees - 200 of whom work in the casino and 100 in the catering.
Even if you lose, you win: a distinguished pleasure
Because the Grand Casino Baden does not want to be a place for soldiers of fortune and gambling addicts, a launch appearance designed by WHS, Zurich, implements the positioning "the other upscale night out".
Ad motifs and poster subjects show celebrities as you have hardly ever seen them: a white-clad H.R. Giger, for example, who represents himself, Mephisto and Marlon Brando at the same time, or a Polo Pokerface Hofer who still has an ace up his tuxedo sleeve.
"Usually you work with celebrities because they are prominent. In this case, the idea was compelling. If you didn't know the person in the picture, you wouldn't be able to say what was different about them," explains WHS CD Reinhold Weber.
Photographed in the style of autograph cards used by Hollywood stars in the 1930s and 1940s, the portrait-format motifs transport the viewer into a world of desire and glamour. The idea is supported by the campaign headline "Going out differently for once".
"The motifs express gaming pleasure. But it would have been too one-dimensional if we had made the game and playing the focus of the presentation," says Weber.
The casino must also protect the gambling addicts
Instead of dwelling too much on obvious visual and verbal references to the casino, the shots mystify gambling. In particular, the shady motif with H.R. Giger expresses the fact that, while luck may smile on the visitor at the gambling table, doom may just as well lurk. Detlef Brose adds: "The award of the concession was also conditional on a social concept for the early detection and protection of gambling addicts. For us, gambling addiction is an important issue."
AD Rating
Grand Casino Baden campaign Heavy knockout in the first round for Appenzeller advertising! This week Reini Weber steps into the ring for Grand Casino Baden. The ratings, as always, please visit www.werbe woche.ch/adrating
Appenzeller campaignTop: 3,87%
Flop: 96,13%
Praise and criticism of ad-raters summarized at www.werbewoche .ch/adrating/comments
