KenoGO
Thrill of the Wait
Project Category
ATL / Art Direction / Design
Agency
The Idea Shed
Client
KenoGO
KenoGO: Turning Downtime into Thrill Time
KenoGO revolutionised the classic Keno game by bringing it online, offering players the chance to win the world’s largest Keno jackpot—$40 million—every three minutes. However, unlike its competitors, KenoGO lacked a natural occasion to anchor its brand. Traditional Keno owned the RSL occasion, while Lotto dominated specific days of the week. KenoGO’s on-demand nature and mobility meant it needed to carve out its own distinctive moment.
The solution? Transform downtime—those idle moments waiting for your schnitzel at the pub or aimlessly scrolling social media—into exciting opportunities to play KenoGO. Enter ‘The Thrill of The Wait,’ a campaign that redefined ordinary pauses as thrilling chances to win big.
To launch the campaign, we orchestrated a multi-channel media blitz across TV, digital, social media, and out-of-home platforms. Every touchpoint turned mundane moments into thrilling opportunities, perfectly aligning with KenoGO’s on-demand ethos. The campaign aired for the first time at prime time State of Origin for the world to see. We then released Date Night as the secondary launch shortly after.
As one of the core creatives on this campaign, I had the incredible opportunity to bring the vision to life through:
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Crafting the campaign’s identity: Developing assets like the logo and costume designs for Lucky Carwash.
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Art direction on post-production: Collaborating on VFX for the TVC to ensure a polished, engaging story.
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Leading the OOH: The creative process from still selections, retouching briefs, key visual + rollouts to final design and the finished art – across all OOH channels including billboards, transport and social – ensuring every touchpoint was pixel perfect to capture the essence of The Thrill of The Wait.
This campaign was a rewarding challenge, allowing me to push creative boundaries and transform everyday moments into unforgettable brand experiences. I look forward to utilising these learnings in my next project.
