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  • AWARDS :
    FINALIST
  • SUB CATEGORY :
    DIRECT AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    ACE SAATCHI & SAATCHI MANILA, MANILA
  • ENTRY TITLE :
    CINEMA ROULETTE
  • BRAND :
    NEWPORT CINEMAS
  • ADVERTISER :
    TRAVELLERS INTERNATIONAL HOTEL GROUP
  • AGENCY :
    ACE SAATCHI & SAATCHI, MANILA
  • EXECUTIVE CREATIVE DIRECTOR :
    ANDREW PETCH
  • CREATIVE DIRECTOR :
    JAKE TESORO
  • ASSOCIATE CREATIVE DIRECTOR :
    AIDON PANLAQUI
  • COPYWRITER :
    SWEET BARBON/PAULO REYES
  • ART DIRECTOR :
    WAX MONTESCLAROS
  • ACCOUNT DIRECTOR :
    MAINE GATBONTON
  • ACCOUNT MANAGER :
    CLOE ESPAÑO
  • ACCOUNT EXECUTIVE :
    STEPHANIE STEVENSON
  • FILM PRODUCTION COMPANY :
    STRAIGHT SHOOTERS, INC., MANILA
  • DIRECTOR :
    CHRIS MARTINEZ
  • FILM PRODUCER :
    KAREN STO. DOMINGO
  • PRODUCTION DESIGNER :
    BUTCH GARCIA
  • POST-PRODUCTION COMPANY :
    EDIT CUBE, MANILA
  • THE BRIEF :
    RESORTS WORLD MANILA ASKED US TO COME UP WITH AN IDEA THAT WILL INCREASE FOOT TRAFFIC INTO THEIR CASINOS.
  • THE STRATEGY :
    KNOWING THAT WE COULDN’T LEGALLY PROMOTE THE CASINO,
    WE PROMOTED EVERYTHING AROUND THE CASINO BASED ON THE ONE THING IN THE WORLD ALL GAMBLERS WANT, LUCK.
  • THE EXECUTION :
    WE CREATED THE WORLD’S FIRST CINEMA ROULETTE. WE TURNED A 330-SEATER CINEMA INTO A LIVE GAME OF ROULETTE BY DRESSING UP THE WHOLE CINEMA LIKE A CASINO ROULETTE TABLE. THE SEATS WERE TURNED INTO THE FAMILIAR RED AND BLACK NUMBERED SQUARES OF THE ROULETTE TABLE, AND THE WALLS AND FLOORS WERE MADE GREEN, SIMULATING THE GAMING TABLE SURFACE. ON THE SCREEN OF THE CINEMA, THE SEAT LAYOUT WAS DISPLAYED, AND AROUND THAT
    A ROULETTE BALL SPUN. USING A RANDOMIZER APP, THE BALL FELL INTO
    A DIFFERENT SEAT EACH TIME IT SPUN. THE PERSON SITTING IN THIS LUCKY SEAT WON ONE MILLION PESOS. THE EVENT WAS DOCUMENTED,
    MADE INTO AN ONLINE VIDEO AND WAS UPLOADED ONLINE.
  • THE RESULT :
    2 MILLION VIEWS ONLINE AND COUNTING. INCREASED ONLINE ENGAGEMENT DURING THE FIRST WEEK THE FILM WAS UPLOADED. NATURALLY, INCREASED FOOT TRAFFIC INTO THE CINEMAS, BUT MOST IMPORTANTLY WHERE IT WAS MEANT TO - INTO THE CASINO.