The art for this campaign was unique for a few reasons; this was the first time we used our conventional brand awareness billboards to promote a quarterly giveaway, and we split the media into three distinct yet harmonious looks - 'bear,' 'fox,' and 'rabbit' - that each ran in print/digital for one month of the three-month promotion.
Below is a selection of a few of the 100-plus print, web, social, environmental, out-of-home, etc. assets throughout this three-month campaign, in addition to one of the billboard ads.
Below is a selection of a few of the 100-plus print, web, social, environmental, out-of-home, etc. assets throughout this three-month campaign, in addition to one of the billboard ads.
↑ billboard ↑
↓ selected campaign assets ↓
↓ selected campaign assets ↓
In addition to the traditional advertising avenues, we - Nils Thyrring and I - built out a promotional installation bringing the world of origami cash to life and to better capture guest interest as they enter the property. As seen below, this build-out was installed and activated at the Casino and the annual Chumash Charity Golf Tournament.
↑ on-site at the casino↑
↓ on the links at the charity golf tournament↓
↓ on the links at the charity golf tournament↓
To start this build, we identified a few animals native to the Valley we knew we'd like to make and then began filtering through the litany of options online, showing fold-by-fold instructions on their construction.
Knowing we wanted to emulate the original origami structure, look, and folds as best as possible, we ideated on how to build these creatures. Metal sheets seemed costly and dangerous to patrons who would inevitably interact with the statues. Plexi - perhaps too fragile. PVC and Sintra as well. After wracking our brains, we landed on taking some creative liberties to model the origami figures as faithfully as we could, and then route their forms out of birch plywood to be later wrapped in a 100-dollar bill printed cotton/vinyl fabric blend.
Settling on a preferred form and model for each animal, we followed along with various YouTube origami tutorials, folding (and unfolding) our own sheets and creating the patterns below, detailing the exposed sections of the paper's (or, in our case, cash) front and back - the sections that would wrap our birch polygons.
After identifying the fold structure, we simplified the animal bodies down to a few interlocking polygons. Said polygons would be routed out of birch to provide optimal durability while offering a crisp edge to emulate the look of folded paper. After the body was routed out, each segment was treated with spray adhesive and wrapped in the same money-printed weather-resistant cloth used previously for Fields of Green. Lastly, the parts were assembled, glued, and screwed, ready for installation. The fox and squirrel build-outs, shown below, illustrate this process.
↑ squirrel↑
↓ fox ↓
↓ fox ↓
In addition to the oversized origami animals, we brought the promotional world of 'Unfold Your Fortune' to life, building geometric trees, rocks, and bushes to provide an environment for our installations.
Lastly, to spread the promotion throughout the property, I created double-sided vinyl graphics to be installed at all entry points, along with a few floor graphics, signage, and table felts in high-trafficked areas. The original production art files and final installations can be seen below.
ps - here's the fun little color palette I used for this campaign. enjoy.
