Losing is beautiful. The feeling in your stomach when someone calls your bluff. The melody of the clink-clink-clink as another player rakes in your chips. The realization your greatest opponent is also your greatest teacher. When you can find beauty in losing, you've started learning how to win. Full Tilt Poker's new global campaign, with its sophisticated black-and-white creative executions, position the brand as the purveyor of true poker, and feature the 14 professional poker players who make up Team Full Tilt. The message of constant improvement, which research and focus groups identified as a key driver for true poker players, is prevalent throughout the work. The messaging is paying off. Since becoming the brands marketing agency of record in 2007, Wongdoody's work has helped Full Tilt Poker become the No. 2 online poker site worldwide (from No. 6) with a sustained global user growth of approximately 350 percent per month.
Advertising Agency: Wongdoody, LA, USA Creative Directors: Tracy Wong, Michael Boychuk, Court Crandall Art Director: Ben Schneider Copywriter: Julia Regan Photographer: Joel Lipton Account Director: Greg Falcione Account Supervisor: Cristina Prusz Print Producer: Vickie Palm Broadcast Producer: Elisa Orsburn Assistant Broadcast Producer: Kendall Hawley Director: Errol Morris Published: April 2010via adsoftheworld.com