Client: Massachusetts Gaming Commission

What we did: Creative concept, video, environmental, digital advertising, media planning, media optimization

Tackling a serious issue with humor

GameSense is a global program adopted by the Massachusetts Gaming Commission to address problem gambling. Research showed that a more friendly, non-judgmental brand voice could get people to listen more than a “finger waving” approach, and our client was willing to take a gamble. We were the right people to bring the GameSense strategy to life and help keep gambling fun.

Public organizations rarely push their marketing teams to take big creative risks, and Ten Feet Tall was more than up to the challenge. We got rolling by heading out to Plainridge Park Casino for a little research. After talking to a few GamseSense advisors, the amazing people trained to help gamblers on the casino floor, a campaign idea was born.

Chip, the star of our multi-pronged campaign, embodied all that is special about the GameSense advisors. He’s a funny, engaging character who imparts “Pearls of GameSense,” tips and advice on how to play smarter. To appeal to a broad audience of recreational to problem gamblers, we knew we had to get the tone exactly right—humorous yet credible. Chip delivered in spades. 

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