Keeping Grosvenor Casinos culturally present during lockdown through light-hearted social content.
ROLE: Creative Lead
Concept development and creative direction.
Concept development and creative direction.
Lockdown fundamentally changed everyday life, turning simple tasks into challenges and leaving many people unsure where to turn for advice or distraction. At the same time, Grosvenor Casinos were unable to open venues or actively promote gambling, limiting traditional routes to market.
The challenge was to maintain brand presence and relevance during a period when the category itself needed to act responsibly.
Using Dom Joly’s unmistakable Trigger Happy TV humour to keep Grosvenor Casinos culturally relevant during lockdown, we created Deal With It, a social-first campaign designed to take a lighter, human approach. The campaign offered no-nonsense advice to real problems submitted by the audience, providing humour, reassurance and connection while audiences were away from the roulette tables.
By shifting the brand’s role from entertainment venue to cultural companion, the campaign allowed Grosvenor Casinos to stay visible, relatable and (somewhat) responsible during an unprecedented period, without encouraging gambling.
